Title	URBAN HEROES – INNOVATING A NEW FITNESS EXPERIENCE
Brand	HYOZO LEGACY
Product/Service	FITNESS STUDIO BRAND
Category	A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant	GRAFT Berlin, GERMANY
Idea Creation	GRAFT Berlin, GERMANY

Name	Company	Position
Linda Stannieder	Graft Brandlab GmbH	Managing Director
Jörg Dengler	Graft Brandlab GmbH	Design Director
Neels Kattentidt	Graft Brandlab GmbH	Design
Vincent Krause	Graft Brandlab GmbH	Design
Tom Hoßfeld	Graft Brandlab GmbH	Design
Alexandra Schindl	Graft Brandlab GmbH	Senior Brand Consultant
Casey McSweeney	Graft Brandlab GmbH	Designer

The Campaign

The brand identity was designed to stand out in a sea of mainstream fitness offerings that usually feature softer, health- and wellness-focused design elements. URBAN HEROES’ bold and memorable brand identity facilitates identification with the URBAN HEROES community and spirit. A bold and memorable logo as well as a vibrant signature image style convey the dynamic and “kick-ass” attitude that URBAN HEROES stands for. The modern hustlers - the URBAN HEROES - experience a dynamic high intensity interval training in a stimulating environment that mixes modern industrial design with elements of underground club culture. The overall mood is dark and rough, but elegant at the same time: Raw, industrial materials are contrasted with refined and luxurious details. A signature light concept with red and blue accent lights heightens the workout experience and turns a visit into a memorable, outstanding fitness experience.

Creative Execution

- Design manuals for both – the brand and interior design – offer a comprehensive set of guidelines for achieving consistent branding in all dimensions, throughout all media and in all studios - Strong logo with iconographic and memorable picture mark - Condensed, yet bold typography; used generously and concisely - Strong, contrasting colors with a prioritization of black - Unique image style that emphasizes the intensity and dynamism of the workout - A recognisable, unique interior design that contrasts rough, industrial materials with luxurious details - Accent lighting in red and blue highlight the otherwise dark interior, enhance the workout experience and tune the studio spaces into a real Urban Heroes workout experience

Indication of how successful the outcome was in the market

The brand was launched with an Urban Heroes Fitness Pop-UP in June 2016 and opened it's first studio in Hamburg in July 2016. More studios are planned to be opened in Munich, Frankfurt, and Dusseldorf.

- First of a kind studio concept with a very unique appeal across all media and studios - Clearly addressing the target group "urban millennials" and featuring their needs and attraction points - Edgy brand positioning allowing the brand to stand out in its competitive environment