EP Gym Co

Context

EP Gym Banbury had grown into something more complex than a single fitness brand. Under one roof: a main gym, a CrossFit affiliate, and a Recovery Suite — each with distinct communities, different coaching approaches, and separate commercial identities.

We were brought in to build a brand architecture and marketing system that could hold all three together without flattening what made each one distinct.

The challenge

The risk with multi-brand environments is fragmentation: each brand develops its own aesthetic, tone and messaging, and the parent loses its coherence. EP Gym needed the opposite — a parent brand strong enough to hold a family together.

• Define the brand hierarchy across EP Gym, CrossFit Banbury and the Recovery Suite
• Create distinct visual and messaging identities for each sub-brand
• Ensure the parent brand remained legible and recognisable across all three
• Build a marketing infrastructure the team could operate independently

Approach

Rather than designing logos first, the project started by defining the relationship between the three brands — their hierarchy, their shared values, and where they needed to diverge. Only once that structure was clear did visual and messaging work begin.

• Defining the brand hierarchy and architecture across all three entities
• Developing distinct visual identities that shared DNA without being identical
• Creating messaging frameworks tailored to each brand's audience
• Building a marketing system the EP Gym team could run independently
• Competitive intelligence work to position against a major new competitor entering the local market

Solution

The project delivered a complete multi-brand system — from the overarching EP Gym identity through to sub-brand identities for CrossFit Banbury and the Recovery Suite, each with its own visual language and tone of voice operating within a shared framework.

• Parent brand identity and visual system for EP Gym Banbury
• Sub-brand identities for CrossFit Banbury and the Recovery Suite
• Recovery Suite marketing plan and launch strategy
• Membership tier structure and commercial positioning
• Marketing infrastructure and content systems for the in-house team
• Competitive positioning strategy against incoming local competition

Outcome

EP Gym Banbury now operates with a clear brand architecture across all three of its identities — each one with its own voice, visual language and audience, held together by a coherent parent brand.

The marketing infrastructure gives the team the tools to communicate independently, while the competitive positioning work ensured the gym was ready for the challenges ahead in the local market.

In pictures