Heaven v Hell Fitness

A results based training facility that does what is says on the tin. They guide people through their Hell to help them achieve their physical goals.



The owners of Heaven v Hell Fitness previously worked under the traditional bootcamp gym regime, but had become increasingly frustrated by the faceless nature of these ever growing facilities as they became more successful. They wanted to develop a gym with personality and meaning that could maintain this ethos as it grew.

The brand had to have personality and meaning. It was essential it was in keeping with the essence of the business.


When undertaking the branding workshops with the Heaven v Hell team, we had the benefit of working with a team that have clear goals and strategic vision.

They had thought thoroughly about the name and how this would roll out into commercial packages.

sevenseven worked to develop these goals into a visual, commercial brand that ultimately will be rolled out nationally.


Having undertaken a small number of workshops with the Heaven v Hell team, the brief and answer to the brief was clear. The team found the workshops hugely advantageous and we worked together to develop the 'Flamed Wing' crest. This crest represents the Heaven v Hell business across their community, and has since been rolled out to sub brands one of which is shown below in DH8.

The brand works extremely well across apparel, gym interiors and commercial packages, and has given many members new life focus and a real sense of fun, community and well being.

This project has been an absolute success for the Heaven v Hell team, they have achieved the community and family environment they felt they had lost in previous roles, whilst maintaining a hugely commercial enterprise.

"the team at sevenseven put the correct structure in place to bring our vision to life, we are fitness specialists and didn't know where to start, by asking the correct questions and really listening to our requirments the guys nailed the branding first time for us and always deliver beyond our expectations and on budget"

Daniel Ryder - Director & Owner

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