Third Space

In 2001 The Third Space (home, work, gym) was one of the coolest gyms in London. Fifteen years later, with well-designed, boutique pay-as-you-go class-based gyms on the rise, The Third Space needed to change.

Without® established that to stay relevant, Third Space needed to emphasise benefits beyond boutique and midlevel competitors: expertise, a sense of a journey and a high level of personalisation. In short, luxury.

Identity

Learning from our work with successful multi-site operators in the food industry, we created a flexible logo which made it clear each club was unique. In an age where consistency is often seen as a benefit for the operator, this sense of bespoke was vital in communicating customer-first personalisation. Serif typography felt very distinctive in the sans-dominated world of sport, positioning Third Space as intelligent, in it for the journey.

The identity was supported by imagery rooted in London, extending the idea that this was training for urban life rather than holiday six-packs. To imbue the campaign with a fresh, lifestyle quality, we worked with Jenny Zarins, a photographer more associated with travel and fashion than fitness.

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Brand extensions

Third Space clubs had an existing food offer. We supercharged this with a comprehensive redesign, from proposition, naming and identity to packaging and interior design. From an often unnoticed corner of the clubs, Natural Fitness Food has become a destination for members and a powerful revenue generator for the business.

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The brand in numbers

  • x4 increase in F&B sales following Soho redesign
  • 100% increase in online membership enquiries in the year since website relaunch
  • 10 million calories burned since the launch of "Sweat X"