Branding update and website redesign for Hyatt Strength + Wellness gym in Portland, Oregon.
In honor of their 12th birthday, owners Lee Carson and Jeremy Hyatt decided to update their business name and refresh their branding to more fully tell their story. Formerly Hyatt Training, they changed their name to Hyatt Strength + Wellness to better communicate the precision strength training and complementary wellness services they offer.
Changing the name meant revisiting their logo. I had worked with their previous logo for 9 years, so I was excited to have the opportunity to design something fresh. For their main logo, I removed the frame so it’s more open and inviting. I rounded the corners in “Hyatt” so it would feel more approachable and friendly. It was important to keep the green color for brand recognition and continuity, and also because sustainability is one of their core values. I added a bright green to their color palette to further showcase their commitment to the natural environment and the Pacific Northwest. I included warm wood backgrounds to pick up on the wood accents throughout their gym space.
I also created a new, secondary logo featuring the Hyatt “H” as a dumbbell, which now appears on trainer t-shirts, hats, social media and their training app. This secondary logo visually conveys that they're a gym and that they’re serious about strength training.
I carried the new branding over to the website where I updated not just the design but also the content and messaging. The new look is energetic and friendly, just like their business. As they prepare for their next decade of service, these updates will help them better communicate what makes them unique to prospective gymgoers.
“Tippi did a great job bringing our business values and personality to life through her design work, and we are thrilled with the result. Tippi's thoughts and insights have helped to create structure around all of our marketing initiatives and have had a true impact on our business."