Brand ID, Digital Design
Another Round pushes back against the lack of regulation in the fitness industry, combining the fundamental principles of exercise science and nutrition with cutting edge technology to create a convenient and effective system of training. Keen to create distance between themselves and the unqualified influencers and unregulated products common in the industry, Another Round aims to help people reach their fitness goals without selling quick fixes and impossible dreams.
Another Round’s brand identity was designed to establish them as a voice of tried-and-true methods, finding the balance between experience and innovation.
The logomark is inspired by the old-school maker’s mark, a sign of quality and expertise used by craftsmen to sign their work. Craftsmanship takes time, refusing shortcuts in lieu of traditional techniques passed down by those in the know. The logomark acts as a stamp of approval for Another Round, linking the painstaking process of working towards a stronger, healthier body, and a craftsman’s labour of love.
The colour palette is inspired by old-school boxing gyms, pairing a sandy off-white with robust gunmetal grey to establish a warm look and feel throughout Another Round’s collateral. The colours within the palette are deliberately gender neutral, ensuring the brand feels approachable and inclusive.
This welcoming energy informed the guidelines for Another Round’s imagery. Following a refined set of agreements, the brand sources photographs that capture people in the moments immediately after they’ve achieved something difficult - capturing the rush of endorphins that follows an intense bout of exercise. Moving the focus away from the body and towards positive emotions, the brand pushes back against irresponsible influencers and clickbait content designed to make people feel bad about themselves.