(opportunity)
The Art of Strong is a training program that focuses on joint, connective tissue, and muscle development for athletes. Although they had a tried and true business strategy, they were having difficulty communicating their story and growing their client base, struggling to standing out in a market saturated with physical trainers and physiotherapists. I was brought on board to help bolster the brand’s visual identity and market the service to a larger, more targeted audience.
(approach)
My task was to develop a robust visual system with cohesive brand messaging that attracted a larger, authentic audience. I then used this system to create an extensive social media marketing campaign that helped educated the public, grow followers, and fosters new sign-ups. These brand strategies found their way into various advertising and physical assets to grow interest in public.
01 / Brand Identity
(beefing things up)
The client approached me with a loose brand framework consisting of a few simple elements, essentially a logo and some color. My job was to bolster the identity to make it more inviting and capable. I formalized everything from type and palette to photography, providing brand strategy and art direction services in an effort to build a more unified brand.
As a fun side project, we envisioned a starter package to be sent to new clientele welcoming them to the practice and larger community. This box mailer was an opportunity to deliver a fresh, thoughtful introduction to the brand, enclosed with introductory information/pamphlets, swag, administrative details, and a few extra surprises. A catchy, motivational tag-line on the cover surface helped grow excitement for the road ahead.
above
02 / digital Marketing
(fostering community)
The goal of this collaborative effort was to stimulate new client growth, better inform target users of the practice and ethos, and share a compelling story as to why this work was unlike any other. I helped The Art of Strong increase its visibility and reach its desired demographic through social media campaigns and various marketing assets. The result was an uptick in new client sign-ups and social media followers, along with a measurable increase in viewer responses, shares, and direct communications.
03 / Public Advertising
(hello world)
After building a more robust online presence, it was time to increase brand visibility out in the community. This involved a series of advertising and signage strategies targeting the everyday viewer - from billboards in the air to the gym storefront on the street. Here we focused on communicating the core principles of the business and unique details about the practice to help drive a more targeted messaging approach.
(don't be shy, say hi)
