Brand Identity | Campaign
The perfect fit for a struggling brand.
CHALLENGE: Over the years, competitive fitness operations have come and gone. FITWORKS, an exercise and fitness gym with multiple locations throughout Northern Kentucky and Ohio was in a fight against newer, sleeker, cheaper fitness chains. How could they compete with that? They needed real transformation, inside and out.
IDEA: We set out to unify their brand and messaging system-wide, and strengthen the core of what they do and why. We started with the concept at the heart of FITWORKS equity: “fitness works.” That simple truth became the foundation of all brand communication.
STORY: To help our client meet their business goals, we brought serious strategic and creative muscle to the assignment. The business target was middle-class adults who found fitness centers intimidating and were seeking a more welcoming and laidback alternative. They were looking for a supportive environment rather than the aggressive “no pain no gain” approach to fitness.
But there were numerous barriers to business success – a very crowded market, and near constant member turnover, since 70% of people who start a gym membership stop using it after 90 days.
The plan was to motivate people to believe they could get the results they want, and live healthier lives. We created the tagline, “Do what works,” a simple, clear call to action. Do what works so you can look better, feel better, and live healthier. But the path is different for everyone, so FITWORKS helps members choose the program that’s best for them: their “custom fit” fitness.
These concepts came alive in our campaign, as we focused communication on FITWORKS’ supportive approach, world class training, and laid-back staff.
We started by creating a clean new identity, and built a platform of complementary materials around it, from a website and social media campaign to print advertising and out-of-home. We also implemented SEO to make sure our digital presence remained healthy.
All with a consistent, target-friendly look and feel through art direction, graphic design, photography and copy.
The FITWORKS brand offered something unique and appealing to their target. Our creativity make that uniqueness work even harder.