The fitness equipment industry often gravitates toward predictable visual tropes: dynamic action shots, high-contrast product photography, and aspirational messaging. Chicago-based design firm ArtVersion took a different approach in their comprehensive rebrand for Circle Fitness, a premium equipment manufacturer with two decades of market presence. Instead of amplifying industry conventions, the agency crafted a refined visual system that emphasizes engineering excellence and considered design thinking.
“The challenge wasn’t just about making exercise equipment look attractive,” explains Erin Lentz, Executive Director of design at ArtVersion. “It was about creating a visual language that could articulate precision engineering and innovative design through every touchpoint of the brand experience.”
Visual Identity Evolution
The cornerstone of ArtVersion’s solution is a sophisticated design system that brings coherence to Circle Fitness’s brand expression across digital and print platforms. The system hinges on a custom icon set that defines the visual vocabulary of the brand. These icons, rendered with precisely calculated line weights and thoughtful geometric forms, serve dual purposes: they function as intuitive wayfinding elements in the digital interface while reinforcing the brand’s commitment to engineering excellence.
The typography selection demonstrates similar attention to detail. The primary typeface combines geometric precision with subtle organic qualities, mirroring the engineering-meets-human-comfort philosophy of Circle Fitness’s equipment design. This typographic approach creates a consistent voice across all platforms, from responsive web displays to printed catalogs.
Digital Experience Architecture
ArtVersion’s website design for Circle Fitness represents a departure from category conventions. Rather than relying on industry-standard grid layouts, the team developed a fluid architecture that guides users through carefully orchestrated visual sequences. The interface employs subtle parallax effects and considered micro-interactions that reveal product details progressively, creating an experience that feels both intuitive and sophisticated.
“We approached the digital experience as a series of revelatory moments,” notes Lentz. “Each interaction needed to reinforce Circle Fitness’s position as a premium manufacturer while maintaining absolute clarity about product specifications and capabilities.”
The site’s information architecture demonstrates particular sophistication in its handling of technical content. Product specifications and engineering details are presented through an elegant system of expandable panels and modal windows, allowing users to access detailed information without disrupting the visual flow of the primary interface.
Print Integration
The translation of this digital system to print demonstrates ArtVersion’s commitment to cohesive brand expression. The product catalog, a crucial sales tool in the commercial fitness equipment sector, maintains the refined aesthetic of the digital platform while optimizing for the specific requirements of print communication. Technical specifications are presented through a considered hierarchy of information, with typography and white space working in concert to ensure readability and impact.
The catalog’s layout system demonstrates particular sophistication in its handling of scale relationships. Equipment photography is presented at precise proportions that communicate both the products’ physical presence and their relationship to human scale, a crucial consideration for facility planners and architects who represent a significant segment of Circle Fitness’s client base.
Brand System Documentation
Perhaps most notably, ArtVersion’s solution includes a comprehensive brand system document that transcends traditional style guides. This living document provides detailed guidance for maintaining brand consistency across current and future applications, with specific attention to the technical requirements of digital implementation.
“We viewed the brand system documentation as a crucial tool for ensuring the longevity of our design solutions,” explains Paun. “It needed to be both prescriptive enough to maintain consistency and flexible enough to accommodate future brand evolution.”
Impact and Implementation
The effectiveness of ArtVersion’s solution is evident in both qualitative and quantitative measures. The new digital platform has demonstrated significant improvements in user engagement metrics, while the print materials have become valuable tools for Circle Fitness’s sales team. More importantly, the brand system has provided Circle Fitness with a sophisticated framework for maintaining consistent brand expression across all channels.
This project represents a significant evolution in fitness equipment marketing, demonstrating how thoughtful design thinking can elevate category conventions while maintaining absolute clarity of communication. It stands as a testament to the power of integrated design solutions that consider both current requirements and future brand evolution.
Through this comprehensive brand evolution, ArtVersion has created more than just a new visual identity for Circle Fitness—they’ve established a sophisticated design system that positions the brand for continued growth while maintaining the precision and attention to detail that defines premium equipment manufacturing.
