Jims

A visual identity that matches a healthier future for all

Realisation

Updated brand strategy emphasizing the core brand promise
Refining visual identity to reflect a forward-thinking vision
Strengthened connections between members and staff

As a leading fitness chain with a strong presence in Belgium and Luxembourg, Jims is committed to promoting a healthier future. With state-of-the-art fitness facilities, a wide range of group classes, small group training sessions, and expert coaching from passionate fitness professionals, Jims provides comprehensive support for a balanced lifestyle. Despite the challenges of the pandemic, the chain expanded through a successful acquisition and introduced a refreshed brand identity, opening doors to a new look and feel, and opportunities.

Known for its welcoming, people-centered approach, Jims ensures that everyone feels at home in its clubs.

Jims is dedicated to make a healthy lifestyle accessible to everyone, regardless of life stage. Beyond fitness, the brand places emphasis on balanced nutrition, mental health, stress management, and quality sleep. In line with its commitment to inclusion, Jims has partnered with Special Olympics Belgium to further this mission.

Working closely with the Jims’ leadership, our creative branding team, developed a new brand concept focussed on togetherness, accessibility, and care. The design reflects the brand’s mission of inclusivity, purpose and connection. In addition, we revitalized the visual identity, refining the colour palette, typography, and logo to create a fresh, dynamic look. Fostering connections between members and staff is central to Jims’ philosophy.