Onelife Fitness
Onelife Fitness is a health club company with more than 70 active and coming-soon locations across the East Coast, Mid-Atlantic and Southeast. Its clubs range from newly built facilities to smaller legacy locations, each with its own architecture and amenities.
Takeform’s relationship with Onelife began through architecture firm 3877, a longtime project partner. As Onelife expanded, the challenge was to create a brand experience that would feel unmistakably Onelife from one club to the next, supported by a flexible system that could adapt to different environments and scale efficiently as new locations came online.
Since then, we’ve carried that approach through seven club locations and additional projects, adapting the brand standards to the realities of each site while maintaining a consistent Onelife experience. From club-specific design and fabrication to installation and on-site problem solving, Takeform has helped translate those standards into diverse physical environments – and create a program built to grow alongside the brand.
OTHER CONTRIBUTORS:
PRODUCTS:
Designing a brand built to scale.
Onelife positions itself as friendly, self-assured, genuine and positive, welcoming members with a wide range of fitness goals. Early concepts explored imagery centered on people and specific fitness activities, but the brand ultimately moved toward a more inclusive approach – one that could resonate with members without defining the experience around a particular person, workout or fitness goal.
A language of energy
The solution centered on bold typography, motivational messaging, the Onelife logo and subtle patterns drawn from the brand identity. Together, these elements create an energetic, recognizable visual language without tying the experience to any one type of member or workout.
Built to flex.
The standards are designed around the realities of a growing, multi-location brand. Takeform developed a three-tiered approach to accommodate different club budgets, markets and facility types, with scalable graphic elements and options for varying levels of investment. Each location can apply the standards in a way that makes sense for its architecture and amenities while maintaining the same recognizable Onelife brand language.
Consistency without cut and paste.
The system comes to life through a mix of Amplify graphics, Ethos dimensional elements, Vivid signage and Moxie graphic panels. Depending on the location, an element might shift from vinyl to dimensional graphics or from non-illuminated to illuminated signage without losing its connection to the larger system.
The standards also account for differences between facilities. Messaging can change based on the training areas and amenities within a particular club, while policy signage can respond to regional requirements. Even prominent brand moments can adapt to the architecture. Oversized Onelife “O” logos, for example, have been fabricated in multiple pieces when site conditions required it – preserving the intended scale and impact without compromising the standard.
The goal isn’t to create identical spaces. It’s to create a recognizable Onelife experience that works within each club.
The advantage of doing it again — and again.
With every Onelife project, Takeform gains a deeper understanding of the conditions we’re likely to encounter – from wall surfaces and construction details to installation requirements and timelines. That familiarity helps us identify critical details earlier, anticipate site-specific challenges and eliminate unnecessary revisions.
Each new location benefits from what we learned on the ones before it.
From drawings to opening day.
With clubs moving from active construction to opening on tight timelines, execution requires as much flexibility as the standards themselves. Products may need to be released to manufacturing in phases, deliveries coordinated around ongoing construction and installation adjusted as field conditions change.
Takeform’s project team works with Onelife and its general contractors throughout that process, resolving issues in the field and keeping signage and graphics moving toward installation.
A program that grows with the brand.
What began as an effort to establish Onelife’s experiential branding and signage standards has grown into an ongoing multi-location partnership.
Because Takeform understands both the thinking behind the system and how to execute it, we can maintain a consistent Onelife experience while adapting to different buildings, budgets and site conditions.
One brand system, thoughtfully adapted and reliably executed wherever Onelife grows next.
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