The ask was to brand and communicate Life Time’s challenging new group training format Ultra Fit. To do this, we first needed to understand the structure and science behind it. Ultra Fit is a unique blend of cardio, muscular, and neurological challenges that combine elements of strength, stability and sprint interval training. It’s an amazing workout and deserved a stunning visual system to bring it to life. Using the science as our foundation we began to develop a visual language to give viewers a front row seat to the experience. This omni-channel campaign included web, digital and social tactics.

Visual Identity / Art Direction / Web / Social / Digital Signage / Email / Apparel
Photo: Colin Simmons, Video: Kevin Dixon, Casey Burres
Copy: Julie Dulude