In their search for growth, fitness clubs have increased their operations and expected members to pay for the excess. Evo looked to change this with an innovative service concept that is simpler, smaller and more local. Mission was briefed to create a strategy that would position the brand as a welcome alternative in the market. We introduced the name Evo a simple signal of progress both for the business and the customer. Colour was crucial to differentiate and build visibility. And brand language became another feature of the identity creating a dialogue with customers about events and service. Strong implementation of the brand through interiors, communication and web was key to attracting new members. Since the initial launch Evo has gained vital market share, attracting new investment to fund Evo’s rapid and ongoing national expansion.