YourZone45 is a boutique fitness studio that delivers highly motivating interval training workouts that are focused around your heart rate. The workouts are designed to burn calories fast, rev up metabolisms and increase fitness levels at a phenomenal rate.
The brief was to reinvigorate the brand and communicate clearly to potential new members the benefits and feature of a YourZone45 workout versus a traditional gym experience. Research showed that current marketing wasn’t hitting the mark and the key messages were being misunderstood. Those who did get the concept often became positive advocates for YourZone45 achieving some amazing results. As well as attracting new members we also needed to produce collateral to attract investors looking for a franchise business.
Our remedy was to engage our target audience with a multi-channel cross platform approach. Firstly we refreshed the current branding which included a new suite of photography, with its own distinct YourZone45 look. As well as applying a filter and colour effect we incorporated the brands chevron device. The chevrons became integral helping to add a further dimension to the visuals. This allowed YourZone45 to take ownership of a particular look and feel that would become an extension of the brand and something they’d be recognised for. This new identity was applied to all marketing assets, online and offline including a new promotional video.
The promotional video targeting members showcases the features and benefits of a YourZone45 fitness workout by showing multiple workouts and talking head interviews with the head fitness instructor who talks through the concept of YourZone45 and how it differs from a normal workout. This is supported by interviewing members and getting their point of view and discussing the benefits they’d experienced. These are interspersed with the animated chevron graphic device to emphasise the points we were making in the audio whilst echoing the brand visual.
In addition to this we produced a second video that targeted potential franchisee’s that not only sold the concept of YourZone45 but the potential for someone to own a franchise and be part of a booming market in the fitness sector.