Sometimes You Gotta Run Before You Can Walk
Shock Therapy sessions effectively condense three hours of traditional strength training or cardiovascular exercise into half-hour workouts. It is the first Electro Muscle Stimulation (EMS) Fitness Studio in the New York.
EMS is the elicitation of muscle contraction using electric impulses. This workout activates over 90% of the muscles fibers at the same time during each contraction. EMS has been hailed as the future of fitness because an avatar guides you through 30 minutes, a user-friendly digital experience through a video projection.
Shock Therapy trainers individually adjust the intensity of your electrical impulses and provide guidance on posture and constant encouragement.
The Mind-Bending Science of Electric Art
The founder of the Studio, Esra Çavuşoğlu is a typical contemporary art enthusiasts. She was looking a designer with a strong art connection. She needs an abstract art-like identity. But the contemporary art needs the ultimate sophistication. We made a research about the connection between art, electric, movement and energy. We inspired from the artists of the light such as Dan Flavin, Robert Irwin, James Turrell, Olafur Eliassonf and created art-like brand structure to reflect the brand DNA.
The Contemporary Art of Branding
We are working with contemporary artists in our collaborative creative process. The relationship is not a new one, but seemed to gather momentum again like in the mid-1980s, a period when contemporary art was enjoying renewed attention and 'lifestyle' advertising was also achieving new levels of sophistication.
in 1985 Absolut vodka initiated a long collaboration with contemporary artists. Beginning with Andy Warhol, the campaign went on to showcase the work of dozens of artists; a perfect example of the immense power of art to add value to a brand. Building a strong brand requires both strategy and imagination. Because your brand should inspire people through emotion and innovation.
When a customer is inspired to do better in life and identifies your product as one that can help in the process — name your price. Many visuals are created and many more on the way.
Could You Write a Novel in One or Two Words?
Shock Therapy has many brand claims, not only one. They are part of the Shock Therapy communication strategy which is richer than average brands. Blade Runner-like neon colours of photography looks cosmic, mysterious and magical. These colours also reflects Shock Therapy's colourful visual language and the vibrant feeling of the brand DNA.
Alice in Wonderland on the Storefront
We created a contemporary infinite neon light art for studio’s storefront to show our contemporary soul on the street level. This neon art completes the project such as the dream-like world of the Alice in Wonderland.
Creative Director and Branding: Mehmet Gözetlik © 2017-2018
Studio Interior Design: Eray Carbajo
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Brand Artwork Photography: Neal Grundy, Stuart Fisher, Joel Filipe, Hao Wang
Fitness Photography: Chris Fanning
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Logo Intro Music: Kiasmos
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Storefront Neon Art: Mehmet Gözetlik / Sign Production: Ateş Neon Istanbul
Legal Disclaimer: Some imagery is used for brand proposal only. Copyright of featured background images and photographs are the intellectual property of their respective owners.
