The Ask: Create an exclusive fitness brand for a Chelsea commercial property that would establish its own identity while complementing the building's master brand. The name needed to convey prestige without directly referencing the property.

The Strategy: Drawing inspiration from New York's storied private athletic clubs, we developed a naming approach that would:

• Evoke exclusivity and prestige

• Create immediate location recognition

• Foster a sense of membership pride

• Balance sophistication with accessibility

• Allow for seamless integration with the master brand

The Execution: Through collaborative naming and branding exercises, we created "601 Athletic Club" (601 A.C.). The identity system features:

• Sophisticated graphic treatments

• Flexible branding elements that work independently or within the master brand

• Visual language that bridges athletic performance with luxury

• Visual language that bridges athletic performance with luxury

The Impact: The brand exceeded its initial fitness center scope to become:

• A template for all building amenity sub-brands

• The inspiration for branding the 10th floor's luxury amenities, including:Full-service restaurant, executive lounge, podcast studios, premium conference facilities, catering services

See the 601 brought to life here.