Working hand in hand with the VA in-house team we developed a stripped down identity. Virgin Active Red gym are essentially gym’s that have been scaled down to only have the essentials, their key target market is new comers, members who have limited income and or are simply looking for a no-fuss gym experience. We took the ‘less is more’ approach to branding, and kept the new gym goer in mind. We broke the space up into numbered sections and gave each number a name linked to each are’s function, a name that’s easy to understand e.g. ‘Run, Step, Ride’ and created a big welcome wall. This wall includes a map of the gym as well as work out cards. These cards which are divided by goals and times minimised the need for personal trainers in VA Red gym’s.