54FIT is a boutique fitness studio located at 54 Charlotte Street, Fitzrovia — a stylish and professional area in Central London.
Set inside a modern corporate building housing fashion, legal, and finance companies, the gym caters exclusively to professionals working within the building.
The space offers high-end group classes like Muay Thai, Yoga, HIIT, and Barre, blending physical intensity with refined design.
The client needed a brand identity that would reflect both the sleek professionalism of its corporate environment and the upbeat creativity of the Fitzrovia district.
The original visual direction didn’t land well with potential users, so they approached us for a fresh start that would resonate with a more discerning and design-aware audience.
The brand also needed to be flexible enough to work across digital, signage, and potential merchandise.
We started by exploring the duality of discipline and creativity — merging minimalist structure with energetic accents.
Inspired by the muted tones of the gym interior, we developed a visual identity rooted in clean typography, refined contrast, and a subtle nod to movement.
The name “54FIT” was retained as a location-led brand anchor, and we developed a system that feels modern, premium, and energetic without being loud.
The final identity communicates confidence, clarity, and controlled energy, helping the studio position itself as a high-end wellness destination.
With a design system built for growth, 54FIT can now roll out its visuals across print, signage, digital platforms, and future merchandise.
