Life Time is comprised of two separate brand approaches: our Life Time Fitness locations and our high-end Life Time Athletic destinations. To better differentiate the two, we positioned Life Time Athletic to have an elevated look using duotone photos, a quieter brand promise approach, elegant font design, and streamlined messaging focused on the luxurious experience versus a bullet list of programs.
The end result was a new design that resonated with our affluent audience, introduced our “I CAN DO IT ALL IN MY LIFETIME” brand promise, further differentiated our look in the market, increased awareness of our Life Time Athletic offerings, and was a successful internal win according to our business owners and CEO.
