Fengyi Liu Introduces Interaction-based Visual Design
The establishment of exclusivity plays a pivotal role in the design of any brand identity. It serves as a testament to the designer’s keen understanding of the brand’s image and its resonance within the fashion landscape. Unlike the majority of graphic designers, Fengyi Liu redefines brand identity by fostering interactions between users and the brand. In doing so, he successfully creates a distinctive brand experience.
Anytime Fitness is a franchise of 24-hour health and fitness clubs that is headquartered in Minnesota, United States. According to Liu, the outbreak of Covid-19 generated new challenges and opportunities for Anytime Fitness to forge stronger connections with the community and empower individuals to embrace a healthy lifestyle.
Inspired by the Nintendo Switch game Animal Crossing that gained popularity during the pandemic, Liu embarked on designing a virtual version of Anytime Fitness gym to encourage people to stay healthy even when under quarantine. To accomplish this goal, he developed an innovative brand architecture and visual language that would enhance user experience.
Liu introduced an endearing mascot that’s aroused by the iconic shape of a kettlebell as the core design philosophy of the brand identity. Lovely facial expressions were added to the face to achieve interaction between the members and the fitness club.
“This captivating character personifies a friendly, supportive message for our members, serving as an uplifting mental companion throughout their fitness journey, and fostering a sense of camaraderie and motivation,” Liu said. “And the mascot will be prominently featured within the clubs, providing a consistent visual connection and acting as a beacon of encouragement and support throughout members’ fitness journeys.”
To reinforce the brand values, Liu conducted a purple and orange color palette strategy. The purple represents the brand legacy of Anytime Fitness, drawing from the previous visual scheme, and symbolizing their unwavering commitment to excellence. The vibrant orange, on the other hand, embodies the energy and passion of the community, evoking a sense of vitality and enthusiasm.
These two distinctive colors have also been thoughtfully incorporated into the interior design of the physical spaces. According to Liu, the combination aims to create a warm and friendly ambiance, echoing the brand’s essence and trigger a sense of belonging for the members.
Additionally, Liu envisioned a comprehensive online platform for Anytime Fitness members. This platform offers a diverse range of workout options, including live and on-demand classes, as well as personalized fitness plans that cater to the needs and preferences of each member.
Liu emphasizes that brand identity encompasses far more than just a logo or visual design. The true essence lies in how users interact with the innovative features of the brand identity, cultivating resonance and meeting the needs of the community.
