PLANET FITNESS
2023 PRIDE COLLECTION
Designed for the Planet Fitness 2023 Pride Capsule collection, this bubbly “You Belong” design is inspired by the youthful, subversive trends of the 90s and Y2K era and the companies “Judgement Free Zone” ethos. The collection was featured in an article by Queerty.
YOU BELONG!
INSPIRATION + PROCESS
Being that Planet Fitness has strong roots in the 90s–their Judgement Free Zone ethos was first introduced in 1997–and the fact that I get a fair amount of inspiration from the 90s and early 2000s already, I decided to lean into the nostalgia of the era and looked at some cartoon logos as well as teen clothing catalogues that were all the rage at the time.
INITIAL DESIGNS
2023
Initially, front and back designs (above) were submitted to the PF team. Based on their feedback to be “less corporate, more playful” I then submitted a collection of more cartoonish, youthful designs that take inspiration from queer culture (the “animalization” of gay men as otters, bears and rabbits, an ode to gym bros and barbies, and of course the Y2K inspired “You Belong” shirt.
FINAL DESIGN
Ultimately the “You Belong” Y2K style design was picked by the Planet Fitness team. 100% of the proceeds from the design were donated to the It Gets Better Project.