Republic Fitness Davis Square
Redefining premium fitness
Our decade-long partnership with the Healthworks Group blends brand strategy with architecture. Having created the original Republic Fitness brand in 2014, we were re-engaged in 2024 to lead both the strategic brand realignment and the architectural design for their new Davis Square location.
The primary driver was an evolution in their philosophy. Over ten years, the brand’s internal core values had shifted to focus more strongly on community and inclusion. Our charter was to create a new, unified external brand that expressed these values. This presented two key brand challenges: first, codifying an identity that could speak to the new Davis Square audience without alienating the existing Financial District location, and second, balancing the brand’s premium feel with its inclusive mission, ensuring quality did not feel exclusive.
We led a full Discovery and Identity process to establish this realigned new brand position. Our strategy informed a new verbal and visual system, which was then implemented in a new website we designed from the ground up. We delivered a comprehensive brand style guide and a new digital platform that realigned the brand’s external expression with its evolved, community-focused philosophy. This new system created a flexible and unified identity to serve both locations and support all future growth.
Somerville MA
Photography: Jane Messinger + Jordan Staiger