Branding | Collateral | Product Development | UX Design

CLAY Health Club & Spa, Branding, Collateral & Digital Experience

New York, NY

Entrepreneur Robin Brown launched CLAY Health Club & Spa in New York City to provide a unique and luxurious setting for the “complete union of health and fitness.” Her comprehensive approach to wellness made CLAY a disrupter in the local fitness industry in the early to mid-2000s.

Scott Mitchem served as Co–Creative Director and Managing Partner at Office In Concept (OIC), the team that developed the CLAY brand, which broke through the fitness industry noise with a subtle, sophisticated approach that blended a commitment to true wellness and the organic with a modern sensibility.

OIC partnered with the client on a wide range of projects, including environmental branding, advertising and marketing initiatives, public relations strategy, the development of a private-label product line, the launch of insideclay.com, and more.

For their work with CLAY, OIC won multiple design industry awards for excellence. Please see the selection of elements below.

Credits: Creative Directors Scott Mitchem and Mimi O; Copywriters Scott Mitchem, Mimi O, and Heather Ungruhe; Graphic Designer, Studios Architect, and Interior Designer Mimi O; brand photos by Nicholas Pavloff; interior photos by Doug Fogelson

Brand Philosophy

Our Temple for Yours. Within the body, an intricate network of systems function concurrently, harmoniously sustaining life. CLAY introduces a similarly integrated program, offered in a refined environment equipped with full amenities. Dedicated to supporting each member’s individual pursuit of health, our approach seamlessly unites physical training, mindful exercise, and nutritional guidance. The result is a complete fitness experience, with diverse options and personalized care extending far beyond that found in a conventional gym environment. Your body is your temple. We’ll teach you how to treat it like one.

Brand Name and Tagline, Our Temple for Yours

Clay is pliable by nature, an organic material capable of being shaped, molded, and sculpted into a thing of beauty. The word itself communicates the potential for transformation, making it the perfect fit philosophically and as a moniker for the business.

The company’s tagline needed to communicate an elevated offering while leaving no doubt as to the type of business CLAY is. Our Temple for Yours meets that brief: a concise tag loaded with meaning yet sophisticated and elegant — like the product itself.

Visual Identity System

Each of Nicolas Pavloff’s stunning nature photos is applied across all identity elements, giving the brand an ever-changing yet consistent look and feel as it is experienced.