Hub Gyms Rebrand

Examples of the Hub Gyms Website shown on an iPhone and MacBook, demonstrating responsive web design and development by Yellow Cat Design.

Brand strategy, identity and website design for Hub Gyms

We worked with Hub Gyms from the very beginning of the project, before any design work had started. Our first step was to visit the gym, meet the team, tour the space and understand their plans for the business. This gave us a much clearer sense of what Hub Gyms needed to communicate: a modern, confident and welcoming fitness brand that could stand out locally while appealing to a wide range of members.

From there, we developed a creative brief and began exploring the foundations of the brand. Rather than simply designing a logo, we helped create the basis of a complete identity system. The final logo combines abstract shapes inspired by gym weights to create a “hidden” letter H in the negative space – a simple but distinctive mark that feels relevant, strong and memorable without being too literal.

This core identity was then expanded into a broader brand direction, including typography styles, colour palette, tone of voice, messaging principles, photography guidance and audience personas. Paired with bold typography and confident messaging, the new identity gave Hub Gyms a strong platform to launch their gym improvements and support future growth.

As part of the project, we also created a basic brand guideline document covering logo usage, colours, photography style, typography, messaging, tone and personas. This gave the team a practical reference point for keeping future design and marketing consistent across different channels.

Alongside the rebrand, we designed supporting marketing materials including a magazine advert and social media templates, giving Hub Gyms useful assets they could put into action straight away. We also designed and built a responsive website with Direct Debit and class booking integrations, a book-a-tour form, team and about pages, and embedded Google reviews to help build trust with prospective members.

Overall, the project gave Hub Gyms much more than a new logo. It created a joined-up brand and digital presence that reflected the quality of the gym, supported day-to-day marketing, and made it easier for potential members to understand the offer and take the next step.