AMP Athletic

AMP Athletic launched in 2019, transforming a garage in Marylebone, W1, into a high-performance training space. From day one, the vision was clear—to create a results-driven gym where expert coaching and a strong community culture come together. The brand needed to embody this ethos, balancing raw energy with premium quality.

 Studio Fury partnered with AMP from the very beginning, shaping its brand identity from the ground up. We developed a bold and dynamic logo that set the tone for the entire brand, supported by a distinct colour palette and typography. To bring depth to the identity, we designed a series of custom class logos, giving each training format its own unique stamp while maintaining brand cohesion.

Beyond the visual identity, we ensured AMP’s brand presence extended seamlessly across physical and digital platforms. From in-gym signage to marketing materials, every touchpoint was designed to communicate
AMP’s premium positioning. As the brand grew, so did its need for a strong digital experience. We designed and developed a custom WordPress theme that delivers a streamlined user journey, making it easy for members to explore classes, book sessions, and engage with the AMP community.

 The result is a brand that has evolved with AMP, reflecting its growth from a converted garage to a standout fitness destination in London’s competitive market.