GYMGUYZ – Brand Development
Skills: Branding, Strategy, Design
In July 2017, the new CMO for GYMGUYZ was looking for a new agency to provide a brand new look-and-feel for the brand. He felt that the current materials were outdated and lacked creativity.
GYMGUYZ is a leader in at-home/mobile personal training, NOT a physical gym. So the challenge was how do you quickly convey the brand’s line of business in a succinct and creative way?
The company was hosting its second annual franchisee conference the first week of September, and the CMO wanted to have this new look-and-feel, including a variety of collateral pieces, ready for a big reveal at the event.
Mint pitched several concepts to the CEO and CMO that “blew them away.” In fact, they loved two ideas so much that they decided to move forward with both.
The first concept they chose uses images of takeout food containers but substitutes exercise equipment in place of the food. The other concept poses circumstances where consumers would typically be planning to look their best, like a class reunion. One headline simply stated, “I didn’t know how I would fit into my dress for the reunion. And then it came to me.”
Over the next few weeks, we were tasked with taking these two winning concepts and turning them into over 20 different collateral pieces, including consumer brochures, postcards, door hangers, standing banners, and more.
The new campaigns and all the collateral pieces debuted on the main stage during the CEO’s conference speech and were met with enthusiasm from the franchisees. As of Q4 2017, franchisees appreciate the customizable collateral pieces and are using them for their local marketing efforts.
Thanks to our creative success with this assignment, Mint is now the marketing AOR for GYMGUYZ. Our responsibilities extend well beyond the initial branding project and now include franchise sales collateral, social media management, and recruitment marketing.
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