Live & Breathe gives LA Fitness a lift

Creative retail consultancy Live & Breathe has been appointed by LA Fitness to mastermind new-look print collateral for the gym chain.

The group will create a one-month membership pack and associated collateral, including dispenser units, information leaflets, promotional posters and membership cards.

The packs will feature artwork by illustrator Jonny Voss, who will provide light-hearted, down-to-earth illustrations in his distinctive cartoon style.

Characters created exclusively for LA Fitness will appear on all membership package items together with lifestyle photography to give LA Fitness an accessible, youthful look.

The move is part of LA Fitness’ bid to encourage trials of its gyms and offer an off-the-shelf product for the Christmas season. There are plans to roll out the initiative to multiples and high street sports retailers.

‘The look and feel of the membership packs is high quality and premium, reflecting LA Fitness brand values and meaning that our initiative also translates perfectly into a gift that is both aspirational and practical while representing fantastic value for money,’ says LA Fitness marketing director Mark Jenkins.