Bulldog Design: Total Woman Gym + Spa—Designed With Women In Mind

Women do it all. They run Board meetings, cook dinner, drive carpool, host book clubs, organize the family’s activities—and even occasionally squeeze in some “me time”. So whether it’s a relaxing yoga session, an invigorating Zumba dance class or a revitalizing deep tissue massage, all women need to take the time to care for themselves—and it’s even better when it’s done in a space designed with their needs in mind.Total Woman was built over thirty years ago on the principle of women living their best lives. Building a loyal following in a number of California communities, they offer members a gym, full service spa and luxurious amenities dedicated to women. But while their principle is timeless, they were beginning to look a bit outdated. The Total Woman team came to Bulldog with the goal of refreshing their brand from the ground up–from the identity, to interior design, to employee engagement and beyond.We worked with the Total Woman executive team to craft a process that engages their key players across the organization in a collaborative process to write a new Total Woman story and develop a set of core values to drive all aspects of their business. Once the foundation was in place, we developed a new identity system, including logo, color palette, typography and photography style.A vibrant coral paired with soft gray represent both the energy of the gym and serenity of the spa. The logo was modernized with an updated font and an icon was developed using organic shaping and a distinctly feminine script to create an added softness to their new identity. Photography was essential in defining an overall aesthetic for the brand—it needed to be aspirational yet realistic, feminine and strong, supportive and motivational—all while representing the diverse offerings of Total Women Gym + Spa.From advertising to website redesign to uniforms and more, this modern brand refresh can be seen across all touchpoints of the brand. And the brand work is driving the redesign of current retail locations as well as the development of new ones.