Space Between is an independent venture offering a luxury, end-to-end, health and fitness service across London and the Southwest. Founded by head coach Mark King-Lee, he felt it was the right time to transform and grow his small fitness practice. With the surge in well-being practises he identified a change of behaviours in the sector, now more than ever clients were looking for a more holistic approach to health and fitness. Mark came to us to help develop his brand to reach that audience.

We drove a change in name and landed on ‘Space Between’, a standing of Marks ethos. Representing growth between a start and end point – the value being in the journey – a nod to Space Between’s unprescribed ethos. Representing an ambiguity – a nod to understanding fitness being open to interpretation and unique to individual aims. And finally representing a moment out; Space to breathe, Space to grow, Space to learn, Space to evolve.

We developed the tagline ‘Beyond Training’ to embody the principles behind the brand. ‘Beyond a coach’ Understanding that a client’s journey is individual to them; building strong relationships to shape their journey. ‘Beyond prescription’ Implementing intuitive training methods, be it holistic or sadistic, for clients to achieve their desired goals. Beyond the physical, supplying a release; giving your clients the sessions they need to vent and decompress.

The visual identity leans into simplicity to speak clearly and to the point. Employing a lean toolkit, championing art direction and ownership of colour and layout. We crafted a logomark to represent the three core elements using overlapping circles. The wordmark inspired buy its own meaning pivots on clear space amplifying the company’s clear vision and approach. A limited colour palette promotes the ownership of Crimson Red and a photography guideline document defines a unique Space Between style to keep consistency into the future.

We produced a series of print materials that prioritize human interaction. Personalised guides are left blank, allowing for whomever they are sent out to have their name signed on them.