California Fitness & Yoga Centre: I am California - Lanh Thanh

Due to Covid-19, gyms and fitness centres were badly affected in Vietnam. When the lockdown was about to be lifted, we created a slick new campaign and identity for one of the biggest brands in Vietnam – California Fitness & Yoga Centre (CFYC).

CFYC is more than just a gym. It’s an exclusive tribe of actors, singers, models, online influencers and fitness lovers. Our idea showed the pride that comes with joining an exclusive club, where the the who's who of Vietnam work out. The neon shapes, one for each service at the gym, gave the campaign a distinct visual identity.