Nordic Balance Photography Fitness Woman Looking Away


A Quintessentially London Fitness Brand with a Nordic Twist


Nordic Balance is a premium private health club and gym in St James, London. When you walk into the gym, you are transported into a hidden oasis of calm. The existing branding and website were out of keeping with the sophistication of their training programmes and the thriving global fitness community on social. The challenge was to engage with the social media fitness landscape while presenting a respectable appearance, in keeping with the gym’s clientele.

Nordic Balance Logo and Strapline
Nordic Balance Water Bottles
Nordic Balance Logo on Glass

We built a brand that engages with modern fitness values, head-on

With an increased interest in body transformation on social at the time, people were becoming increasingly comfortable talking about their bodies and discussing their transformation goals in great detail. Through social listening we found that “body change” was the single biggest driver of conversation in the intended target audience. This lead us to embrace the outcome and results that people were looking for, and in through photography and writing, show the transformation that is possible with the Nordic Balance fitness system.

Nordic Balance Mobile Website
Nordic Balance Photography Woman Holding Ball
Nordic Balance Brand Yoga Mat

A more approachable brand

The task was sizeable and included a comprehensive, fully responsive site redesign and UX overhaul to prepare for a rewrite of all their content and addition of new photography and application of the new brand identity. We moved Nordic Balance away from a company-centric content structure towards a customer lifestyle benefits-led experience that brought “body change” to life. We also streamlined the conversion funnel by designing a needs-based navigational structure.

Nordic Balance Photography Girl Running Jumping

Sparing but intentional use of blue

Throughout the application of the brand you see a confident but clean application brand blue to enhance the premium nature of their offering and a location steeped in prestige. We balanced this with sparing use of white and black to give the brand space to breath, enhancing the confident nature of the brand mark.

Nordic Balance Logo Board
Nordic Balance Brand Board Elements

A way of living

The name Nordic Balance is derived from a Nordic approach to fitness that looks at the whole person and lifestyle, not just what happens in the gym. We gave Nordic Balance the “a way of living” brand sign-off that starts to make sense of their core philosophy and helps clients adopt their fitness system.

Nordic Balance Photography Girl Leaning on Wall Looks to Camera

The Portland stone lends a London feel

The Portland stone visible in the surrounding area became a signature visual cue for the brand. We commissioned new photography designed to capture that quintessentially London look while at the same time convey a sense of place that positions Nordic Balance apart from nearby competition.

Nordic Balance Brand Strapline: A way of living, on Blue
Nordic Balance Photography Boxing Man
Nordic Balance Shirt
Nordic Balance Photography Kezia Flat Stomach
Nordic Balance Blue Fiat 500
Nordic Balance Photography Man
Nordic Balance Business Card

Credits / Studio: Freelance / Role: Creative Direction / Photography: Josh Exell


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