Bloc 24 is a 24/7, all-inclusive gym in the heart of Maroochydore, Queensland. It's a considered response to crowded, often forgettable spaces, offering a frictionless sign-up process, a single, all-inclusive pricing tier, and unrestricted access to a modern sauna and cold plunge.

I was engaged to develop a modern brand identity, website, and marketing rollout that reflected their commitment to quality and simplicity. Grounded in a considered, system-led approach, the brand leans subtly into a digital aesthetic to suggest a seamless, intuitive digital experience. Bloc 24 is positioned as a refreshing alternative to traditional gym models, with a focus on simplicity, thoughtful design, and an environment that feels intentionally crafted rather than purely functional.

The identity system reflects this philosophy through a bold, modernist logomark derived from the B letterform and the brutalist architecture that inspired the build, paired with a restrained visual language that leans into digital-first cues. The primary palette is intentionally reserved, while a high-contrast neon green brings the brand to life, signalling the app-like experience at the core of the brand.