When McGowan Brothers Development built the St. Louis Fitness Factory, their contemporary fitness center in a historically-renovated downtown factory, they designed it with an open, bright feel that bathed the space in natural light and made it feel like an inviting community gathering place rather than a typical grungy gym. They made sure to show off the raw beauty of the structural steel joists, the warm timber ceilings, and the building’s original windows.

They paid that kind of attention to design and detail because they knew their audience - the young professionals flocking to new downtown lofts in pursuit of an urban lifestyle - valued quality, aesthetics, and thoughtful design. That’s also why they asked Project 13 to craft the brand.

We developed a unique mark and positioning line “Building a better you” that conveyed energy and strength, and signage that supported the texture and atmosphere of the historic structure and its modern design.

Our branding work included not only logo design and identity development, but also advertising for the grand opening, and production of stainless steel, laser-cut logos for the lobby and building façade. Bolstered by branding that hit the mark with its target audience, this factory has enjoyed consistently high levels of productivity.