The Edge, an on-campus gym at the University of Leeds, runs an annual student membership campaign to raise brand awareness and boost membership sales across all its facilities. The target audience for this campaign is students of the University of Leeds. Our challenge was to shift the brand perception of The Edge to a more relatable and approachable one, by creating a unique aesthetic, grounded in its authenticity. This meant moving away from the old corporate aesthetic to something the audience could relate to on a personal level.