American Gym - A Retro Americana Reimagining

This branding project was created for a unique gym located in Norfolk, VA, an area steeped in military tradition, where the ethos of the gym revolves around physical empowerment for all. The concept draws inspiration from a timeless Americana aesthetic, blending elements of 80s neon, 60s retro script, and 90s minimalist avant-garde design. The result is a bold, eclectic brand identity that speaks to both nostalgia and modernity. The gym’s motto, "Get Hit," reflects its no-nonsense attitude and commitment to pushing boundaries, while embracing a welcoming atmosphere for anyone, regardless of age, background, or fitness level. The space itself is a raw, open warehouse with exposed brick walls that serve as the perfect backdrop for a mix of graphic elements and vintage decor. Wall graphics include bright neon 80s-style decals, paired with the flowing elegance of 60s retro typography and the clean, bold lines of 90s minimalism.