FIT FACTORY ( NOW THE ARENA )
INSIGHT
Registered as Fit Factory before changing to THE ARENA, Fit Factory is a sports hub that accommodates contemporary and well loved sports based in Singapore. Conceptualized to be the hub where athletes are produced, Fit Factory was mainly advertised as a football academy.
TARGET
Sports enthusiast and Football Fanatics. Not only does the Fit Factory holds venues for sports, they’ve franchised CAFE FOOTBALL, owned by Ryan Giggs and Gary Neville, who is also the Hub's prominent ambassadors.
Created to be very functional, the Fit Factory logo was designed after the concept of belonging, purpose and the collective effort as a whole. Using the hexagon as the base of the logo, it was design so that the branding assets is able to replicate the liking of the honeycombs in a bee hive.
Other than resembling the abbreviation of FITFACTORY(FF), the chevrons is another important icon that symbolises the company's belief - Always moving forward.
