Chelsea Piers

Chelsea Piers—an expansive athletics and fitness complex in Manhattan—sought to extend its offering into Brooklyn with a concept that upheld the flagship brand's commitment to serious athletes while presenting a more focused, upscale, fitness-centric experience.

Working with ownership, we developed Chelsea Piers Fitness, a sub-brand that honored the Chelsea Piers legacy while carving out a distinct identity. Our work included brand strategy development, naming, identity design, and a website design concept that retained the high standards and premium feel of the original while catering to a more streamlined and fitness-focused audience.