Rackspace gym supergraphics
Launched in October 1998, Rackspace is an American cloud computing company with an aim to help businesses focus on their business and let Rackspace handle everything else. The company had recently undergone a major rebranding programme and wanted to spruce-up their corporate gym at their UK headquarters.
Rackspace wanted all design and creation to be in-line with their new brand but also powerful and energetic. Working closely with the Marketing and Gym teams we explored how to marry up the new Rackspace brand, Dell EMC brand (part sponsor of the project) and gym attitude. This resulted in introducing a “RAXGYM” sub-brand that can sit below both Rackspace and Dell EMC.
RAXGYM now boasts a clean, bold, and strong identity. Rackspace is effectively represented via new identity elements which are consistent with their new brand.
Art Direction
Design