In 2014, the fitness brand Club Med Gym changed shareholders, and with this change, a new image was needed. The brand wished to place the sporting experience of its members at the heart of its efforts, and to define this as its position.
In order to do this, Royalties rethought the identity of the brand to create one that would both reassure the existing members and reach new audiences. Whilst the name Club Med Gym became CMG, the colour scheme remained. Furthermore, the governing lines for the use of the new codes were created for all of the brand contact points, from the front windows to the post-workout showers.