When we met Karl, he had a clear purpose: to create a gym that would encourage everyone to get strong, regardless of their physical ability or age. He knew how intimidating gyms can be, so he set about making a more inclusive space free from bravado.
To get ready for launch, Karl had a lot going on: from working through the lease to purchasing equipment and finding staff. So he needed to know we could manage every step of the brand process, from the name and logo right down to designing the water bottles.
As Karl said, “I needed the works. I did a heap of Googling and met with three agencies. We wanted someone to come on the journey with us and be there in five years’ time, not just wash their hands after the logo was done. We also wanted an agency that had a body of work, but wasn’t too big that I’d have to make an appointment just to have a phone call with them. Design Bug had a solution for everything we needed. The quote was detailed, and I liked the ideas they discussed, and felt that Bec really listened to us.”
Karl had a clear vision to target the 50+ market that isn’t well serviced by the fitness industry. Our role was to identify who Karl’s ‘people’ were within that demographic, and strategise how to appeal to them. We found that the few fitness centres targeting this demographic have conservative branding, so we went for a bold, fun look that’s just as inspiring as fitness centres targeting a younger clientele – after all, working out should be fun at any age! This strategy underpinned everything from name creation through to the brand colours, photography style and website useability. Karl’s launch was impacted by COVID. Even so, his gym opened with a list of prospective clients ready to start their fitness journey, and he is regularly featured in local media.
“The outcome is something I never would have come up with. The detail and research behind the name, fonts and colours showed the length the girls would go to in making this work. The competitor analysis was also really smart to make sure we were different. Now we have a brilliant name and logo that sets us apart from every other fitness centre in Newcastle. The brand really stands out, so it’s doing its job!”
Services
- Brand name creation
- Brand strategy and design
- Website design and copywriting
- Merchandise design
- Marketing collateral
