Fitness New Standard

March 2021

SwimmyDesignLab engaged in the re-branding of Konami Sports to overcome the reputational damage caused by Covid-19. We created a website and video clips to demonstrate the safety of sports facilities and the health benefits of exercise. Our consultation led to a new standard of sports gyms in the era of coronavirus.

  • Art Direction
  • Branding
  • Consulting
  • Graphic Design
  • Information Design
  • Photo/Video Shooting and Arrangement

“I believe that gyms and fitness facilities were one of the sectors most affected by Covid-19. Especially at the beginning of the pandemic, they were harshly criticized as the source of coronavirus clusters. Consequently, many of them started to implement careful infection-control measures to their facilities. Konami Sports, being the leading sports club, took action ahead of the other gyms, but was seeking an effective way to let members know about their new safety measures. At that time, more and more people were talking about “the New Normal”, a new way of living. So, mimicking the phrase, we have proposed that they announce the implementation of “New Standards” to their fitness clubs. When looking into the standards of their facilities, we came to realize that the member health is determined not just by the club’s health measures, but also by the exercise itself and the essential trainers that guide the members through their workouts. As a result, we decided to mainly feature their trainers in this project.”