The Club at Old Mill was a family-owned gym in the heart of St. Johnsbury, Vermont for decades. After closing its doors, St. Johnsbury Academy decided to lease it to provide health and well to the community as well as use the complex as an alternate athletic facility.
The goal was to develop a brand around the facility, originally called the St. Johnsbury Recreational and Fitness Center. Knowing that this name would be too difficult to remember or brand, it was shortened to RecFit.
A simple logo was developed, with a stand alone icon (C) which derived from the side view of a dumbbell. The logo was applied to t-shirts, environmental graphics. Other marketing materials were developed and the facility opened its doors to the town again, and it's currently operational.