A New Kind of Gym

With the rise of CrossFit, Boot Camp workouts, and other fitness innovations, the very concept of a "gym" has extended beyond standard weights, cardio machines, and aerobics.

It was with this in mind that we re-branded the former "Club H" in Hoboken into"Base" - a contemporary, wellness-driven fitness center targeting audiences seeking a more complete health experience.

Our work for Base included not only the naming and visual identity, but the development of a range of related products and programs, from a line of cold-pressed juices to workout gear to whole food energy bars.

The advertising campaign we developed for Base was intended specifically to cut against the grain of typical gyms, to reinforce the visual identity, and to provide a platform for the wide range of programs offered.

Client: Base NJ