Flex Fitness New Zealand is a 24-hour gym franchise with over 40 locations nationwide, offering premium training facilities and a strong brand presence. As Design Team Lead, I had the opportunity to shape the visual identity and creative direction of a brand that truly inspires me.

What excited me most about this role was the chance to combine my passion for design with my love for health and wellness, creating visuals that motivate and energise people to achieve their goals. Knowing that my work could make a real difference in the lives of Kiwis was incredibly rewarding. Collaborating with marketing, branding, and operations teams, I led projects ranging from gym signage and national campaigns to event branding and apparel design, helping refine and evolve the Flex Fitness brand as it expanded.

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The Scope

Over three years, I led the design team and collaborated with cross functional teams to bring the Flex Fitness brand to life. Key responsibilities included:

Brand Development: Evolving the visual identity to keep the brand fresh and relevant as the franchise grows.
Signage & Environmental Graphics: Designing wall graphics, wayfinding systems, and in club branding to create a strong visual impact.
Marketing & Campaigns: Developing digital and print assets for nationwide promotions, club challenges, and social media content.
Event Branding: Creating bold, high energy visuals for Flex sponsored events and fitness challenges.
Apparel & Merchandise: Designing seasonal collections and franchise branded apparel.
Creative Direction: Refining brand guidelines and implementing Canva Teams to give franchisees an accessible way to create on brand content.
Website Redesign: Leading the creative direction and working with digital innovation agency, N4.Studio, to redesign the Flex Fitness website.

The Concept

The design direction focused on bold, high impact visuals that reflected the strength, energy, and motivation behind the Flex Fitness brand. Using strong typography, high contrast graphics, and club specific adaptations, I ensured consistency across locations while allowing for local customisation. I also prioritised dynamic and engaging marketing materials, from digital campaigns to in club promotions, and developed functional wayfinding systems to enhance the member experience.

The Outcome

Our efforts solidified Flex Fitness's brand presence, creating a cohesive experience across all touchpoints. Highlights included:

Increased member engagement and participation through strong marketing visuals and event materials.
Streamlined content creation for franchisees using design templates and Canva Teams.
Expanded apparel and merchandise lines, contributing to brand loyalty and recognition.
A modern, user-friendly website redesign that improved the online experience.

This experience strengthened my skills in leadership, cross functional collaboration, and creating impactful visuals that resonate with diverse audiences. It also deepened my understanding of brand evolution and the importance of consistency in a growing franchise.

Flex Fitness Gym

The Scope

The Concept

The Outcome

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