Consumer branding – Making elite training accessible

Lamorva was tasked with building a brand and delivering assets to help position and launch a new kind of gym. It’s a new brand, so awareness was the first hurdle. Delivering a reflection of their professionalism was key.

First stop, as is often the case on projects like this, is Neil – our creative director and resident fitness bunny. The only way this brief could have been more perfect for him would be if it were funded by A-Ha and involved barbeques, craft ale and Leyton Orient football club. Neil LOVEs gyms and branding. So his ‘conceptualising’ walk down by the canal turned into a jog. Extra endorphins, extra special work.

We had to build a strategy, not just batch of work. We thought about the potential customer conversion. We thought about the local area, the competition, and the lifestyles of our target personas. We thought about going to the gym to continue the brain storming. Then we thought about staying right where we were and opening the biscuits.

First came a ‘tone of voice’ and a ‘look and feel’. Then came the hard yards, From store livery to promotional videos to online awareness to a rebuilt landing page to grab new joiners – we delivered an agile, flexible, powerful step forward. Just like Unleashed Performance.