Dot Gym Branding

Mr. Ramin Esfandiari

Dot Data Driven Gym

I must say that Platin has a unique skill in designing the story of a brand's emergence and creating a brand personality. It understands the concept of the brand very well.

Dot Gym is a tech-driven fitness center utilizing artificial intelligence (AI) equipment to offer personalized workout plans to its audience. Located in the Zafaraniyeh district of Tehran, it is recognized as one of the most distinctive fitness centers in the capital-Tehran.

The primary goal of this project was to establish a unique fitness club in Zafaraniyeh. Along the way, various challenges emerged. A major one was deciding whether to use the brand name “Technogym,” as the gym owner is the exclusive representative of this brand in Iran. Additionally, the gym was designed exclusively for women, and its use of AI-equipped machines to personalize workout plans made it a model for other fitness centers across the country.

Our team conducted a market analysis that revealed most fitness centers in Iran operate traditionally. In contrast, globally, hybrid fitness programs (combining in-person and online sessions) have gained immense popularity, particularly post-COVID. These insights led us to conclude that Dot gym should offer online programs alongside in-person activities. Our team also highlighted global trends such as member-only fitness clubs and community-building within gyms. AI integration was a significant advantage for Dot gym.

Audience analysis was based on psychological and behavioral research of potential customers through surveys and in-depth interviews. Results indicated that audiences seek more than just exercise—they also desire social connections and a sense of belonging to a community. Many individuals join fitness centers to meet like-minded friends and build social interactions rather than purely for workouts.

To establish Dot as a "Third Place," special events were designed, such as sessions where members could enjoy non-dietary snacks with friends. Group dance breaks during rest periods were also proposed.

To facilitate member interactions, we suggested adding a feature to the club's app for communication among teammates. This would allow members to not only track their workout plans and results but also connect with their group through the app.بودند.

The client sought a name that would evoke connections and technology. After extensive research, the concept of a "Dot" was chosen, symbolizing vast connections and infinite potential. Every individual entering the gym is envisioned as a dot connecting to others, forming a larger community. Thus, the name "Dot" was proposed.
The tagline "Data Driven" was chosen, reflecting the gym’s AI-based approach to personalizing workout plans using previous user data.

The visual identity of Dot was built around the themes of dynamism and technology. Holographic and harmonious colors emphasized these ideas. The "+" symbol represented "More," a forward arrow symbolized “progress”, and circles conveyed “community”. These visual elements were integrated into the logo and signage.
We also designed spaces like the locker room, elevators, and other club areas with visual elements that enhanced the "Wonderful" ambiance. These designs encouraged members to take and share photos on social media, serving as indirect advertising for the gym.

With the management’s trust in our team and the initiatives executed, Dot gym emerged as a pioneering brand in fitness and wellness. Its distinctive identity attracted a loyal and engaged community of members, setting it apart from any other fitness center.