Whistler is a unique environment, both natural and man-made, where Gucci-clad destination travelers and Kokanee-swilling mountain workers rub elbows. Launching a brand for a climbing and fitness facility that appeals to both was the challenge.
The Identity
Unicycle was engaged initially for naming and design. The name 'Core' communicates aspects of fitness and strength common to all activities offered. It also refers to the underground location of the gym itself, and conveys the purity of purpose and down-to-earth values of its local ownership – qualities that appeal to both destination and local markets The logo was designed to combine the human touch with a fashion-forward style.
As the gym was not complete at the time of initial pre-launch publicity, we elected to compare what The Core was going to offer with some humorous alternatives that the ingenious denizens of Whistler may have considered. Photos were shot in a classic Whistler-style home showing some creative fitness alternatives with an aesthetic that could have come from nowhere else. Local newspaper ads and posters were designed to create buzz, source potential employees and ensure every local knew that The Core was the genuine Whistler article.
©2006 Lorne Craig – Unicycle Creative – 604 831 2432 – lorne@unicyclecreative.com