1. Brand Statement & Company Summary

WHO WE ARE

Movement Health Clubs is not your normal gym.

The fitness industry is broken — it sells toxic ideals, relies on fleeting motivation, and profits when people fail. Movement flips the model: we prioritise retention, education, and progress over sales and contracts.

Our Purpose: Make Progress a Lifestyle.

We exist to help as many people as possible integrate health and fitness into their daily lives. Not as a phase, not for vanity, but as a permanent part of who they are.

WHAT MAKES US DIFFERENT

  • Retention over acquisition — members first, always.

  • Coaches, not sales reps — guidance over pressure.

  • No BS memberships — no fees, no tricks, no contracts.

  • Celebrate imperfection — progress > perfection.

  • Mental fitness & social connection first — health is holistic.

2. Visual Identity

LOGO

  • Use the official Movement logo (black/white versions) and “Not Your Normal Gym” lockups provided.

  • Maintain clear space equal to the “M” height around all logos.

  • Do not stretch, recolour, add effects, or place on busy backgrounds.

  • Alternate logos (white on dark / black on light) are acceptable.

TYPOGRAPHY

  • Primary Font: Sofia Pro (clean, modern, approachable).

  • Fallback Font: Poppins (use on Canva, web, and socials).

  • Accent / Handwritten Fonts: Brittany or Manslava (for emphasis, stickers, journal-style notes).

COLOURS

  • Light Grey Background #F6F6F6

  • Purple Accent #9147FF

  • Dark Grey #191919

  • White #FFFFFF

DESIGN PRINCIPLES

  • Clean layouts with bold headlines.

  • Rounded corners + soft shadows for depth.

  • Minimal clutter — focus on clarity.

  • Gradients or handwritten accents used sparingly to highlight.

IMAGERY & PHOTOGRPAHY

  • Tone: candid, raw, inclusive.

  • Show: real members, social connection, laughter, diversity.

  • Avoid: bodybuilding clichés, influencer poses, overly staged shots.

  • Natural light > harsh flash.

  • Gym = “third space” vibe: safe, social, energising.

3. Copywriting Style Guide

TONE OF VOICE

  • Casual, authentic, inclusive.

  • Cheeky and a little sarcastic when it helps cut through.

  • Never toxic or shaming. Always supportive.

  • Motivational, but in an anti-motivation way (“motivation sucks, habits win”).

GOLDEN RULES

✅ Write like you’d text a mate.

✅ Keep it short and punchy.

✅ Use humour, but never at a member’s expense.

✅ Celebrate imperfection and progress.

🚫 Ban words like “shred,” “summer body,” “bikini ready.”

🚫 Avoid jargon or overly technical language.

TAGLINES & PHRASES

  • Not Your Normal Gym

  • Make Progress a Lifestyle

  • Motivation Sucks

  • Because health and fitness isn’t just a phase

4. Social Media Guide

PLATFORMS

  • Instagram & TikTok (priority).

  • YouTube & Facebook (secondary).

CONTENT RYTHMN

  • Minimum: 2 videos per week, per club (1 community + 1 progress/knowledge).

  • Always vertical. Always with captions.

  • 30–60 seconds max.

  • Style = scrappy vlog / FaceTime / fly-on-the-wall.

ENGAGMENT

  • Reply like a mate, not a corporate brand.

  • Reshare member content (with permission).

  • Encourage conversation — end posts with a question or challenge.

5. Content System (Summarised)

Movement treats content like a production company:

  • Side Quests → Quick, fun prompts (repeatable with twists).

  • Series → Recognisable “shows” with consistent hooks.

  • Triggered / Scheduled → Event-based or time-based (e.g. challenge launches, new staff intros, seasonal campaigns).

Content Categories:

  • Community

  • Progress

  • BTS (behind the scenes)

  • Mental Health

Rule: More than none sooner than never. Don’t overthink it.

6. Applications & Templates

  • Flyers: Clean layouts (Beenleigh flyer style), big bold headers, friendly copy.

  • Journal: Our Progress Journal sets the tone for long-form written content.

  • Social Posts: Strong contrast (black/white/purple), handwritten accents, stickers/graphics.

  • Merch: Minimal logo placement, lifestyle-first designs.

7. Brand in Action

Examples of what “Not Your Normal Gym” looks like IRL:

  • New member induction → staff tour + intros + welcome (not a sales pitch).

  • Attendance incentives → rewarding habits, not contracts.

  • “Not feelin’ it” button → staff lay on the floor with a struggling member.

  • Mates Rates → members save money for bringing friends, not gimmicks.