The initial engagement was to develop this health club chain’s corporate identity that evolved over time into becoming the strategic agency of record.

 

The chain’s strategy was to open clubs in the more affluent neighbourhoods where there would be a larger population concerned with their well-being and the disposable income to afford wellness services. The clubs were designed to include amenities beyond what the standard large metropolitan ‘gym’ provides to their clientele including yoga, pilates and nutritional counselling.

 

For the corporate identity, the client was looking for a clean, modern aesthetic that would stand out from the ‘shouting’ approach of the average weight lifting gym. The identity needed to provide evidence of the sophistication of the club and its unique approach to health and wellness. The identity was also used on wearables and merchandise that could be purchased or used as promotions.

 

The targeted nature of the marketing strategy required the ongoing development of monthly direct mail pieces. The design, messaging and visualization needed appeal to an affluential audience who are seeking a health club for a variety of reasons.In order to make these pieces stand out, we sought to shoot or select dynamic and aspirational where the potential client needed to see themselves (or the results they were seeking) in the direct mail pieces.

 

For every direct mail piece there was a projected number of net new memberships to be added. Over time, these direct mail pieces have averaged a 144% to the established target.