Built by the Charterhouse independent school, the Charterhouse Club is a state-of-the-artfitness centre. The club is primarily designed to enhance sporting opportunities for its pupils, but welcomes individual and family members from outside the school too.
Create a series of marketing materials to help recruit and retain members. The Club is actually set up as a charity. So although the cost of ownership is relatively low, the perception is that Charterhouse is an expensive facility reserved for ‘posh’ people. Part of the task was to dispel that misconception.
The client took the brave decision to ‘zag’, avoid every fitness industry marketing convention and pick a creative route based on bold, colourful illustration and strong typography alone. This immediately gave the Club stand out and helped establish a personality for it. With so many women members, it made sense to engage them
via a female superhero character. And every leaflet/factsheet was formatted to make it easy to tuck into a handbag, gym bag or back pocket.