Case Study: Asphalt Green refreshes its brand identity with Fenton

Asphalt Green rebrands after nearly 40 years with Fenton

Asphalt Green, a community health and fitness nonprofit in New York City, faced the challenge of an outdated brand identity that no longer reflected its evolution into a high-quality fitness center and premier athletics organization under new leadership. They partnered with the communications agency Fenton for a rebranding initiative to develop a new visual identity that could represent all aspects of their transformed organization.

Fenton developed a versatile new brand identity and logo system dynamic enough to be deployed everywhere from fitness studio walls to youth sports jerseys. The agency also produced a launch video to introduce the new brand. The impact was the successful debut of this completely new look, which was executed across all of Asphalt Green's many different programs and sports teams.

Asphalt Green