ABOUT

A pivot of the popular game development company Electronic Arts, EA Fitness is a concept for a series of gaming gyms that use virtual reality technology to create fully immersive and interactive instillations that keep the user fit whilst they game.

To help the user keep their health and fitness on track, every membership comes with an app that tracks your progress in the gym, and if the user has the additional meal plan, it can keep track of nutrition as well. Playing the games in the gym can also be competitive. With leaderboards that pitch friends against each other, the user can see how they are doing compared to not just their own friend circle, but other gym-goeers as well.

The brand was the most important aspect of this concept. To sell the idea, the branding needed to reach out to the current gaming target audience. Brand guidelines shows the thought that went into the visuals of the EA Fitness concept.