An Identity Designed from a Flyer

Warm Up is an amateur sports association, established by a professional trainer and equipped with a centre dedicated to fitness activity.

The functions of the gym range from aerobics to power lifting, through exercises performed exclusively with bodyweight, designed to intervene selectively on different points of the body and areas of the musculature.

The brand identity of Warm Up was designed starting from a flyer, that was originally designed in 2012 to promoted the activity of the personal trainer who later became the director of the gym.

The Visual Strength of Classical Iconography

Contrary to the widespread imaginary commonly related to gyms—made up stereotyped bodies and vulgar aesthetics—it was chosen to enhance the activity carried out by Warm Up through the aesthetic ideal of classical statuary.

The reproducations of sculptures have been photographically treated in order to enhance the granite muscles of the bodies thus generating greater visual drama.

In some cases, the images were sectioned according to a modular typographic grid or divided into several posters in order to communicate the idea of the activity carried out selectively on the different areas of the body.

The Value of Reinterpretation

By identifying the most appropriate sculptural and iconographic models and combining them with graphics characterised by vivid and sharp colours—red, black, steel—and a visually strong typography, it was possible to generate an innovative communication, that is able to stand out through its originality and strong visual contrast.

Through the reinterpretation of sculptural iconography it was possible to generate an aesthetic imagery that draws on classical cultural, updating tradition and consequently enhancing the contemporary.

—Nicola-Matteo Munari