My First Job: Bene-Fit Gym Opening Poster
Every studio has a first job. Ours was a poster. When Donkey Lab started in Italy in 2006, one of the first projects was the design, production and printing of the opening poster for Bene-Fit, a new gym. A simple job, but one that contains most of what still matters in poster design today.
Why posters still work
In a world of screens, posters still have a place, especially for local businesses. A gym, a shop or a restaurant opening in a neighbourhood needs to reach the people who live and work nearby. A poster in the right place does exactly that:
- it is seen every day by people who pass by;
- it targets a precise area, without wasted reach;
- it builds curiosity before the opening day;
- it costs little compared with the attention it gets.
The goal: announce an opening
An opening poster has one job: tell people that something new is coming, what it is, where and when, and make them want to come. For a gym, it also has to suggest energy, movement and motivation.
The rules of a good poster
Readable from a distance
People look at a poster for a few seconds, often while walking. The main message must be readable from several metres away. That means a short headline, large type and strong contrast.
One clear message
A poster that tries to say everything says nothing. The opening date, the name and the main reason to come are enough.
A strong image
An image or graphic that catches the eye and communicates the topic instantly. For a gym, energy and the body in motion.
Visual hierarchy
The eye should go first to the headline, then to the image, then to the details: address, date, opening offer.
A call to action
Come to the opening, book a free trial, follow us online. People need to know what to do next.
From design to print
We handled the whole process: concept, design, preparation of the files and printing. A poster that looks perfect on screen can disappoint on paper if the files are not prepared correctly. Resolution, colour profile and bleed all have to be right for the format chosen.
Paper and size depend on where the poster will be used: indoors or outdoors, in a shop window or on a notice board. We advise on both, so the poster looks good and lasts as long as it needs to.
Promoting a gym opening today
Today a poster works best as part of a wider launch campaign:
- posters and flyers in the neighbourhood;
- a complete Google Business profile, so people searching for a gym nearby find you;
- social media posts and local ads with the same visual style;
- a simple website with timetable, prices and a booking form;
- an opening offer to turn curiosity into members.
When all these pieces share the same identity, the opening feels like an event and people recognise the brand everywhere they see it.
Twenty years later
From that first poster, Donkey Lab has grown to work on branding, websites, local SEO and real estate visuals for clients in Italy, Switzerland and Spain. The basics have not changed: understand the client, say one thing clearly, and make sure the finished product looks as good in reality as it does on screen. You can read the full story on our about page.
Where to place opening posters
Even the best poster fails if nobody sees it. For a local opening, position is everything:
- shop windows and notice boards in the neighbourhood;
- cafes, bars and shops whose customers match your target;
- sports clubs, schools and community centres, for a gym;
- the windows of the new business itself, during the weeks before opening.
Always ask permission before putting up posters, and check local rules on public advertising.
Lessons from a first job
Looking back, that first poster taught lessons that still guide our work: listen to the client before designing, keep the message simple, and check every detail before printing. A poster is a small project, but it demands the same care as a large campaign. Every job, big or small, is a chance to earn trust and the next project.
Frequently asked questions
What size should my poster be?
It depends on where it will go. A3 and A2 are common for shop windows and notice boards; larger formats suit outdoor spaces.
Do you print posters as well as design them?
Yes. We prepare the files and can handle printing for you.
Can the same design be used online?
Yes. We adapt the design for social media, email and your website.
How early should I prepare an opening campaign?
We suggest starting a few weeks before the opening, to leave time for design, printing and promotion.
Opening something new?
See more of our print work in the portfolio.
