Client: Fitism
Location: Bakewell | Derbyshire
Project Type: Brand Design  Interior Design  Digital Transformation  
Contractor: N/A
Our brief was to take a generic self made gym brand and transform it into a highly dynamic and bespoke elite fitness studio. The project would require brand strategy and a re-brand to drastically change the positioning of Born to Move.

Measuring Success. 

For every project we’re appointed on, we believe it’s important for us to understand how design and business align. In doing so we are able to measure the impact of our efforts.  As part of the project scope we provided Fitism with the following services and agreed on a number of key deliverables within our scope of work.

Brand Strategy | Brand Workshops | Brand Design | Digital Transformation | Commercial Interior Design


We used brand strategy to go beyond the surface level to really understand the problems Fitism solved for their customers

We undertook a series of brand strategy workshops which really enabled us to understand the vision, purpose and why the born to move brand needed to be changed.

There was a clear vision and purpose to develop the business and expand to a second location which would most likely be in Manchester. After a number of discovery and idea based workshops we had started to formulate enough concepts that meant we could come back to the studio and start to work on the name and identity of the new brand.

As the name and the identity of the brand started to come together our interior designer started to work on the synergy between the brand and the interior space.
As well as the consideration for the gym space we came up with some really great concepts with the future in mind. This ranged from a F&B (food & beverage) space and a small retail space too.

As the new brand continued to accelerate at pace we shifted our focus to the digital aspect of the project. We had a good understanding who their customer was and needed to make sure information was easily accessed and that the website supported the key requirements of the business. One of the key website objectives was to add a booking facility to the website. We broke the digital project down into a number of design sprints which addressed user experience, booking, the user interface and a review of any third party booking apps and ease of integration.

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Passionate about brand experience & design Grey Coffee combines the expertise of a Brand Consultancy & a Commercial Interior Design Agency

Established in 2010 Grey Coffee set out to design brands and shape digital experiences that would impact business growth and brand loyalty. Since then Grey Coffee has evolved, we have a wealth of understanding and experience that enables us to create successful brands that are able to sustain long term growth.

We have developed our own unique brand strategy workshops, provided brand consultancy for a number of very successful brands (see our client list above) and continue to evolve our brand expertise and services when it comes to brand storytelling, brand communication and brand design.

Over the years it became clear to us that businesses struggle to consistently communicate their brand across every customer touchpoint. When the opportunity arose for us to be involved with a complete brand transformation which included the interior design of a commercial space it made us stop and totally rethink and re-imagine the future of Grey Coffee.

The project made us review the impact of brand design and Commercial Interior Design on the overall customer experience. It became really clear to us that the two are intrinsically connected.

Fast forward to today Grey Coffee is widely recognised as a hospitality agency that has successfully delivered a wide range of projects including; bar interior design, cafe interior design, coffee shop interior design, restaurant interior design and restaurant branding.