Find your Flow
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IDENTITY
The Thames Club is an independent premier health, fitness, and wellness destination based in Staines-upon-Thames, Surrey.
The new brand identity for The Thames Club is inspired by movement, flow, and momentum, drawing directly from the ever-changing nature of the River Thames. Just like the river, the brand never stands still. It represents continuous progress, rhythm, and the feeling of finding your own fitness flow.
At the heart of the identity is a distinctive brand mark formed from three flowing lines. These lines echo the current of the river while symbolising the flow of energy through the body during movement and training. Together, they subtly create a “T” for Thames Club, anchoring the brand in its name while expressing strength, balance, and forward motion.
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Overall, the Thames Club brand is elegant yet dynamic. It speaks to performance and wellbeing, exclusivity and accessibility, flow and force. It reflects a gym that is more than a place to train, it’s a space to move with purpose, harness energy, and stay in motion.
WEBSITE
Whether a new member or already part of The Thames Club community, the website was designed as a gateway to everything the gym has to offer.
For those new to the gym, the site showcases the range of classes and state-of-the-art facilities. Clear class descriptions and facility overviews set The Thames Club apart from their competitors.
Existing members can manage their fitness journey with ease. Book classes in just a few clicks, hire a personal trainer tailored to their goals, and stay up-to-date by signing up for latest news, events, and exclusive offers. Everything is designed to save members time and inspire their fitness journey.
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BRAND PATTERN
The Thames Club brand pattern was created by repeating the logo mark to form a dynamic, flowing visual system.
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Used across interiors, wallpapers, website banners, and textiles, it adds energy and cohesion while reinforcing the club’s refined identity.
INTERIORS & SIGNAGE
The flow graphic from the Thames Club brand mark is used consistently across interiors and wayfinding signage to create a cohesive, intuitive visual system.
Colour-coded versions zone different areas of the club, aiding navigation, while the same graphic device is used on promotional posters to distinguish and promote specific classes, maintaining a clear and unified brand identity throughout.
WINNERS
In 2025 The Thames Club won ‘National Independent Club of the Year’ This national accolade marks a major milestone in the club’s evolution since the rebrand and refurbishment.
