Housed
A second home for the sporting spirit
Working with a client entering the fitness and recreation space for the first time, our task was to translate a personal devotion to sporting culture into a large-scale physical destination. Drawing inspiration from the million-dollar facilities and diverse athletic offerings of US colleges — ranging from strength training to basketball and recovery — the goal was to house a complete sporting ecosystem under one roof.
We focused on building a brand that felt like a second home: a familiar, high-standard sporting legacy designed for anyone and everyone.
Year
2024
Industry
Health & Fitness
Tech Stack
WordPress, Custom PHP/JS, GymMaster, GymSales, Stripe, Active Campaign, Figma
Services
Housed emerged from a vision to bring the prestige, scale, and multi-disciplinary spirit of elite US collegiate athletic facilities to Australia. Because the client was entering the recreation sector for the first time, there was no existing brand legacy or physical operational structure to build upon. They needed a foundational strategy to bridge high-performance training with a warm, welcoming atmosphere — ensuring every person feels like an athlete in their own fitness journey, regardless of where they start.
The Challenge
We provide website planning, UX design, UI design, and responsive page design tailored to your brand and business goals. Depending on the project, development and ongoing support can also be included. You can choose only the services you need.
The Strategy
We provide website planning, UX design, UI design, and responsive page design tailored to your brand and business goals. Depending on the project, development and ongoing support can also be included. You can choose only the services you need.
The Solution
We provide website planning, UX design, UI design, and responsive page design tailored to your brand and business goals. Depending on the project, development and ongoing support can also be included. You can choose only the services you need.
Bringing it together
We developed a robust primary emblem paired with classic, varsity-inspired typography and an earthy, elevated colour palette. The identity system seamlessly extends into physical applications — guiding environmental graphics, court flooring, facility signage, and athletic apparel to instil a felt sense of campus pride across the entire destination.
The Outcome
The launch of Housed established a new visual benchmark for multi-disciplinary athletic hubs, positioning the facility as Australia’s first all-in-one indoor sports, fitness, and recovery ecosystem.
By combining strategic spatial design with a high-energy collegiate aesthetic, the brand achieved an 82% pre-launch foundation membership sell-out, reached profitability within its first 12 months, and established a scalable national rollout blueprint for future locations, now at 15+ locations since November 2024.
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