Carving a Niche
Situation: Client from a well-established company approached me to help them achieve their goal of exponential growth - revenue, reach, and reputation.
Challenge: Transform successful regional company into a nationally recognized fitness brand.
Approach: After a thorough review of the existing branding and footprint, I conducted interviews with key internal stakeholders, customers, and industry experts to learn expectations, opportunities, and unique selling propositions that differentiate them from the competition before crafting the plan.
The Plan: Partnering with key team members from the client, we established a new brand identity that presented the company as the expert in fitness solutions. We introduced the concept of a “360 degree fitness partner” where the client can support their customers’ projects from concept to creation to delivery and service, setting them apart from anyone else in the industry in any geography.
The Delivery: A new, sleek and minimalist logo; complete brand style guide to maintain the integrity of the brand across touchpoints; tradeshow booth graphics; van wrap graphics; brand new website content to convey the “360 degree fitness partner” message.