To create the brand book, Grin took a deep dive into the business model that Plus Fitness was aiming for. They needed to communicate values, and build a brand personality for the customer and their internal team. We created a range of photography applications and key visuals, a social media guide and merchandise designs, just to name a few. Following this initial phase, led to the creation of a range of assets from email communications to social media, a new website, as well as in-gym product branding.