Gyms come in all shapes and sizes. As do the customers that frequent them. But at the end of the day, most have almost identical equipment and similar pricing plans. So customers don't really see much difference at all. Additionally, a lot of people join with the best of intentions, and then stop going when they realize that it's really hard work to stay in shape.

For 24 Hour Fitness, we wanted to convey that our brand was more than functional. We are partners in your mission for a better you, and we'll do what it takes to help you succeed ... whatever your goal is.

This campaign features a clean and approachable visual identity, and has some of the smartest copy I've seen in a while.