The movement of training
SATS is the biggest chain of fitness clubs in the Nordics with over 700.000 members. SATS and ELIXIA merged in 2014 and since then they have operated with a temporary visual identity. There was a need for clear and comprehensive expression across the organization, with a brand experience relevant for their target audience and flexibility for SATS to grow.
Our identity concept is based on visualizing the movement and energy of training through the dynamic typography, brand images and UX.
The juxtaposition of the brand typeface and movements rooted in training creates momentum within the identity.
The color palette evokes a premium feel with its predominantly dark blue hues and coral highlights.
The brand photography focuses on the movements of training and the precise moment when you succeed.