Cutting Edge is a boutique gym in Milton that caters for people who want to train one-on-one with a personal trainer in privacy. While thinking about their marketing strategy, we concluded that their unique value proposition is they are “a private gym for private people”. But how to communicate that visually in a few seconds? We initially thought about a photo shoot but they didn’t have the budget for a studio, cast, etc. So we engaged one of our artists to create a poster that could be used on the walls of the gym, postcards, business cards, t-shirts, water bottles, and A4 posters for around the neighbourhood. It’s a throw back in some ways to the days before photo realism and Photoshop. We wanted an image that would immediately grab your attention and also quickly communicate the idea that “some things are better done in private”. The plan is to come out with a series of these posters based on the same theme. The scenarios are endless.