Melt Rx Fitness of Littleton Massachusetts US: An exercise in competitive analysis. When former big-box gym owners retained us to develop a new fitness franchise model we had the added luxury of a long lead time to strategize the effort. A careful review of competitors in the marketplace revealed their branding and design flaws which simply were static, inert designs that offered little in the sense of excitement, innovation, color or flexibility. Our plan would therefore be a strategy of "design contrast" resulting in the development of this kinetic and kaleidoscope new gym concept. Specifying white as the background canvas we created a Hollywoodesque inspired set design adding powerful architectural geometries, slick ultra modern finishes and RGBW led lighting. The design concept enabled the owners to dramatically alter the club's appearance, day or night, captivating consumers, by adjusting the color of the lighting system. In contrast to the pedestrian design of competitors; the gym stands head and toe above rivals in the marketplace.