Client: Work That project
Challenging the toxic side of the fitness and beauty industries.
Client’s background.
Work That was a new fitness project in London.
Their mission was to teach people about the holistic approach to well-being.
They believed that working out to achieve aesthetic standards is a toxic and even a dangerous mindset.
Business problem
Alongside their usual workout programs they started offering healthy nutrition, therapy and mindfulness along with all of their fitness programs.
Their old branding did not convey the holistic approach that they are offering. They needed help with standing out in the crowded market and getting their message across.
Approach
From the outset we have booked a set of workshops with the founder to clarify their positioning and service strategy. I have analysed their marketing data and looked into survey data that was gathered recently.
After that we have held a brand strategy workshop to clarify the vision for the brand.
Shift
A fitness project that works on your mindset.
I have positoned the project as a movement to find self-love and unlearn all of the aesthetic pressures that people are suffering from.
Solution
→ I have created a flexible and multifaceted brand identity for the company.
→ Came up with “we don’t fix asses, we build habits” statement, along with other main statements to go across the web, marketing and print collateral.
→ Proposed the idea of a Work That community and named it a “gentle rebellion”. I have written down their manifesto and helped with the communication strategies with their followers.
→ We looked at their pricing strategy and how it could be tied up to the launch activation strategies.
