The company HEW needed a new wordmark logotype to replace the original Hard Exercise Works (HEW) identity.  A new brochure matches their newly implemented branding guidelines. The brand needs to cater to an upscale clientele. The photos were selected to be  suggestive without being overtly sexual.  Green and off white highlight a new emphasis on fitness and nutrition, green weightlifting technology and vegan lifestyles. The original HEWr logo is very hard to read. Research on competitor gyms revealed a wordmark logotype would best  compete with other gyms in the area.