Elevating a Multi-Location Fitness Brand with Luxury Inspired Consistency
From print collateral to branded apparel and digital tools, this collection demonstrates a cohesive rebrand that reflects Atlantis' upscale fitness and wellness experience. Designs span across touchpoints—from stationery and signage to swim program materials and promotional offers—each created to reinforce trust, clarity, and visual appeal across all club locations.
Key Highlights
Industry: Hospitality
Locations: Boston, Braintree, Cambridge, Holbrook, and Hyannis, MA; Nashua, NH; Manhattan, NY; and Parsippany, NJ
Employees: 100+
Locations: Boston, Braintree, Cambridge, Holbrook, and Hyannis, MA; Nashua, NH; Manhattan, NY; and Parsippany, NJ
Employees: 100+
Background
Atlantis Sports Clubs and Spa began as "Fitness and Swim Club," originally operating three locations in Massachusetts and one in Nashua, New Hampshire where I had been training under the name Boston Sports Clubs before Atlantis took over. Owned by Paul Kearney who partneered with Jason and David Brickman.
What set me apart during the ownership transition was my resume which featured custom sports graphics, and no one else had done this. I wasn’t applying for a design role; I was applying to retain my position as an NCCA-certified personal fitness trainer. But the creative presentation caught their attention, and they soon discovered I had a background in both graphic design and art direction.
A few months later, with expansion on the horizon, they recognized the need for a full rebrand. That’s when they asked me to take on the role of Creative Director. I accepted on the condition that I could continue training clients part-time. They agreed, allowing me to stay connected to the wellness work I loved while leading the visual development of the Atlantis brand. My responsibilities included unifying the branding across all locations and working closely with club managers to ensure consistency. I had also built a strong reputation for safe, results-driven training and creative member retention strategies that helped reduce cancellations.
The owners needed someone who could:
• Design profesional logo and establish brand ID
• Colaborate with Marketing/Club Manager on promtional collateral
• Oversee club managers ensuring brand consistancy accross all clubs
• Mangae advertistement design for all clubs
• Design and implement club newsletter
• Design and develop website
• Retained part-time Personal Trainer role to support member retention and holistic wellness.
• Design profesional logo and establish brand ID
• Colaborate with Marketing/Club Manager on promtional collateral
• Oversee club managers ensuring brand consistancy accross all clubs
• Mangae advertistement design for all clubs
• Design and implement club newsletter
• Design and develop website
• Retained part-time Personal Trainer role to support member retention and holistic wellness.
The Decision Process
The creative touch in my resume had already set me apart, but it was a VP’s deeper review that uncovered the full scope of my experience in art direction and brand strategy. This discovery ultimately led to my expanded role bridging both design leadership and wellness coaching during a critical time of brand transformation.
The Solution & Implementation
• Designed a new brand look maintaining consistency accross all clubs
• Led multimedia strategy with club managers across 7 locations, increasing member engagement by 40%.
• Streamlined Online proofing system, reducing campaign turnaround times by 20% and enhancing overall marketing efficiency.
• Created a high-impact Request for Proposal (RFP) for the VP, securing a $1.2 million bid for Sheraton's Manhattan health club.
Premium business cards with silver foil on navy card stock.
Atlantis Sports Club & Spa logo design showcasing cohesive branding for multi-location fitness centers
Branded interior graphics and signage system for Atlantis Sports Clubs, designed for visual consistency across locations
Luxury-inspired bifold brochure design for Atlantis Sports Club & Spa, tailored to upscale wellness branding
Handout brochure promoting swim lessons with a free coupon and guest pass
Individual guest pass and swim coupons designed for standalone use.
Custom-designed Atlantis ProShop logo used to market club apparel and accessories, featuring cohesive branding for fitness merchandise.
Created branded duffle bags and t-shirts featuring the Atlantis tagline “Bringing Fitness to the Next Level,” extending the club’s visual identity into retail merchandise.
Bold and energetic flyer design promoting a free introductory karate class at Atlantis Sports Clubs
Clean, upscale flyer design advertising Atlantis Sports Clubs Express Personal Training Package for Golfers.
This Festive holiday scratch card design combined eye-catching design with strategic holiday marketing to boost engagement and excitement.
TESTIMONIAL
"TRANSFORMATIVE IMPACT"
"Donna’s creative leadership at Atlantis Sports Clubs and Spas was a driving force behind a 15% boost in brand recognition. Her innovative strategies, including streamlined online proofing and successful website and email optimizations, improved performance by 25% and reduced campaign turnaround times by 20%. Her professionalism and ability to collaborate seamlessly with health club managers ensured that marketing collateral was implemented efficiently across multiple locations. Most notably, the RFP presentation she designed won us the bid to manage the health club at the Sheraton in Manhattan, New York.
Beyond creative direction, Donna’s expertise as a certified personal fitness trainer set her apart. She personally trained clients with unmatched compassion, led strength training workshops, and provided dedicated support to members with special needs. Even after transitioning to independent coaching and design, Donna remains a valuable remote resource for consulting, leaving a lasting legacy on our brand’s growth."
- Paul Kearney, CEO, Atlantis Sports Clubs and Spa