Work-out
Branding & communication
Introduction
Work-out is a revolutionary startup founded by Jenthe Van Houdt and Ignace Mullens, aimed at inspiring individuals to lead healthier, more active lives. As Art Director, I had the privilege of creating a dynamic and compelling branding strategy that embodies their mission. This case study will explore the branding elements we developed, including logo design, communication strategy, and imagery.
Branding
The core element of Work-out's branding is its unique logo, which has been designed with a focus on igniting the fitness spark in every individual. We created two distinct logo designs.
1. Master brand logo
The master brand logo features a captivating flame icon. This icon symbolizes the concept of burning calories, motivating people to embark on their fitness journey. The gradient of light green to dark green represents growth and progress. The choice of green also associates with vitality and wellness.
2. Sub brand logo - Mobile gym
The sub-brand logo is a cleverly designed location pin, incorporating the same flame icon as the master brand but in an inverted form. This pin conveys the mobility of Work-out's services. The use of the flame symbolizes the dynamic energy that Work-out brings to various locations. This logo particularly emphasizes the unique selling proposition (USP) of delivering a mobile gym experience.
Communication strategy
Our communication strategy for Work-out is centered on inspiring and educating individuals about the benefits of regular exercise and leading an active lifestyle. We have implemented a multi-faceted approach to reach a wide audience:
Social Media:
Engaging and informative posts on social media platforms to foster a sense of community and share valuable fitness tips.
Website:
A user-friendly website with an interactive interface that provides detailed information on services, pricing, and the benefits of Work-out's unique mobile gym concept.
Email Marketing:
Personalized email campaigns targeting potential clients and corporate partners, showcasing the advantages of a Work-out membership.
Content Marketing:
Regular blog posts and video content, focusing on fitness trends, expert insights, and success stories of Work-out clients.
Partnerships:
Collaborations with fitness influencers to expand Work-out's reach and offer exclusive promotions to members.
Imagery: Visualizing the Fitness Experience
Visual imagery plays a vital role in Work-out's branding. We use high-quality images and videos that portray the dynamic and invigorating atmosphere of Work-out locations. From motivated individuals working out to trainers assisting members, the visuals convey the essence of the brand: energy, motivation, and commitment to a healthier lifestyle.
