Third Dimension – Fitness Space wanted to create more than gym, a place where every kind of person could find their own rhythm. We create a versatile brand copy that became the gym’s flexible, three-part mantra.

WORK. PLAY. DEFY.

Which works to expand to endless variations on different branding elements such as WORK. PLAY. GROW, WORK. PLAY. CONNECT, WORK. PLAY. HYDRATE. This became the backbone of the brand, allowing it to speak to professionals, newcomers, fitness enthusiasts, and anyone searching for a space where they can be comfortable.