In-N-Out Fitness is a new gym model we have created on behalf of the owner's need to compete against the local personal training chain gym. Actually, the owner had expressed interest in buying a franchise from the same chain and opted for us to create a brand aesthetic which would upstage this competitor. Often we are asked to back the brand aesthetic into the existing logo and color way, however in this case, we first developed the client's logo and designed the gym to reflect the same. The result is a new uber cool gym model marrying graphics, colors and lighting to the client's brand identity.