Fitness Brand for Young Mothers
Re-brand and Marketing Deliverables
The project started when 3 personal trainers came to us to help them transition from relying on their personal brands and bring awareness to the business they were building together. How could they attract more of their ideal clients? How could they serve them and meet more of their needs?
Putting ourselves in the ideal client's shoes gave us plenty of ideas on how to communicate with them and stand out from the competition. The business became a brand with personality, that the audience would not only be attracted to, but emotionally connected to as well.
The brand is unique in that they provide tailor-made fitness and nutrition programs, customized for each client meeting them where they are at in terms of life style, eating habits, sleeping patterns and body type.
Re-naming the brand
After a naming workshop section many types of name were assessed. Analyzing the competition, we found out there was a gap in the market for personalized trainings. The conclusion was that the brand needed a name that could illustrate how they serve their clients with customized programs built around each individual's unique baseline (body type, sleeping patterns, eating habits, health condition, preferences, limitations, in addition to their ultimate goal when hiring their services).
Research & Strategy
Brand Premise
The Baseline premise is: There is a perfect nutrition and fitness program built for you.
Targeted Audience
Since we uncovered that the ideal client was unsung young mothers, suffering from low self-esteem, and feeling invisible to their husbands, we knew we could infuse Baseline with a non-judgemental, and warm personality to make the brand a best friend to their ideal client.
The idea clients appreciate being pampered: nail and hair salon time, spa day with her friends. There is an opportunity for the brand to speak to the audience to position itself as a brand that cares. Where she won't be just another body in the gym, but special and unique. While in her personal life she feels let down, Baseline will go above and beyond to make sure she feels special, and guiding them as she reaches her dreams.
Stylescape
After messaging was dialed in, we took everything we uncovered about the ideal client, brand, and goals, and designed a stylescape that laid out the look and feel of the brand.
The look was inspired by the ideal client's like for fashion, design handbags and craving to feel special and pampered. The images are appealing which gives the viewer a sense of exclusivity and special treatment. The curves, and the contrast between cold & vibrant colors, gives the brand a glamorous feel.
Digital Style Guide
