GOLD GYM ALEY
fitness centre
PROJECT TYPE:
Social Media
LOCATION:
Aley, Mount Lebanon
DATE:
2020 - 2023
ROLE:
Lead Graphic Designer
LINK:
Gold’s Gym Aley is a fitness brand, tailored for the Mount Lebanese market. I led the social media efforts to align the gym’s local presence with the digital Gold’s Gym identity, while infusing it with regional energy, community spirit, and a modern, high-impact visual approach. The goal was to deliver social media content, graphics and campaigns that motivated and engaged the local fitness community in Aley, Mount Lebanon.
"This project reinforced the value of localisation within a brand framework. It required tapping into what motivates and connects a local audience. I learned through Gold Gym Aley that the brand's energy isn’t just visual, it's emotional, cultural, and community-driven; the members are the essence of the brand."
Here below you'll see a sample of the design and the design process:
objective
Increase engagement across Instagram and Facebook platforms.
Engage existing members while attracting new prospects.
Promote key services such as group classes, personal training, special membership offers, seasonal fitness challenges, seasonal offers, group and family discounts....
Position Gold Gym Aley as not just a fitness centre, but a community-driven lifestyle brand and stand out in a pool of competition.
Build visual consistency across gym interiors, social media, print, and events,
Challenges
Gold Gym Aley needed a localised visual system that honoured the global brand, while standing out in a crowded Lebanese fitness market.
Increasing engagement: Boost low interaction rates with more relatable and high-energy content.
Standing out: Differentiate from local competitors who were also aggressively pushing seasonal promotions.
Driving conversions: Turn increased online engagement into real-world gym memberships and event participation.
Design Uplift: The previous design was very old and doesn’t reflect the vision of Gold Gym Aley.
Research & Insights
The first step I took involved understanding the Gold Gym Aley brand, its target audience, and the key competitors in the fitness and wellness industry, specifically location wise.
I conducted research on the gym's offerings and customer expectations, using market analysis to tailor the design and messaging for the right audience. I also looked into the best social media practices and trends for fitness branding, ensuring the content would resonate with the community.
Brand Strategy
The brand strategy focused on positioning Gold Gym Aley as a community-first powerhouse, combining international quality with a local heartbeat.
Tone of Voice: Motivational, bold, inclusive.
Brand Pillars: Strength, transformation, community.
Visual Style: Powerful imagery, energetic typography, black-and-gold identity rooted in the gym's palette.
Brand Solution
Designed social media campaigns, templates, Instagram story highlights, and poster series for ongoing campaigns.
The ideas for the social media were based around powerful imagery of athletes/members/coaches in action, combined with dynamic typography to evoke movement and energy. Different formats, including static posts and short animated videos, were proposed for the campaign to cater to Instagram’s visual language.
Created branded merchandise (t-shirts, water bottles, gym towels) and promotional materials.
Supported in-gym branding with motivational wall graphics, signage, and class schedules.
Results & Impact
+35% increase in Instagram engagement within the first 8 weeks of the campaign launch.
+22% growth in follower count, mainly from the 18–34 age demographic.
Successful sell-out of the limited-time membership offer, exceeding the target by 15%.
Strengthened brand image online, with members actively tagging the gym in UGC (User-Generated Content) like workout videos and transformation stories.
