Client: Work That project
Role: Brand Strategy, Content Strategy, Art Direction
Challenging the toxic side of the fitness and beauty industries.
Background info
Work That is a new fitness project in London. Their mission is to teach people about the holistic approach to the well-being. They believe that working out to achieve aesthetic standards is a toxic and even dangerous mindset. They offer healthy nutrition, therapy and mindfulness along with all of their fitness programs.
Challenge
Work That previously offered bespoke 1:1 service to their clients, educating them about their health and body.
Later, the company decided to expand and offer a subscription service that included: group sessions, one appointment a month with a dietitian and some helpful tools (food diary, journals etc.) to their clients. The main challenge was to define the company’s values and to establish the brand’s equity across all touchpoints.
Approach
→ I have led the brand discovery workshops
→ Assessed and contributed to the business strategy to accommodate the new brand direction
→ Conducted the market and target audience research
→ Created the positioning strategy
→ Developed the content strategy proposal per every stage of the marketing funnel
→Developed the brand statements
→ Art directed and designed the identity
Strategy
→ I have positioned the company as a “fitness project that works on your mindset”.
→ 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.
