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. 
 
          
        
      