FitLife was an online wellness & lifestyle coaching service pioneered by Diego Carrete for blue collar dads in the UAE.
Deliverable
Primary:
Create a visual identity, this included designing a new logo that represented the pillars of the program.
A sub objective under this was to veer the rest of the design language away from the stereotypical fitness brand without hurting its current positioning & recall value too much.
Secondary:
Content strategy for inbound marketing & thought leadership in the field of wellness rather than just fitness or fat loss.
Process
Research:
- Identify & profile the new audience
- Create a gap analysis for the brand’s new positioning
Execution:
- Create a visual identity that appeals to the brand’s new audience without harming the sentiments of the existing one.
- Articulate the brand message, values & design language on social as well as preparing for an expansion on to networking platforms like LinkedIn.
Results & Reception
The new positioning & rebrand was met with success equally by new audiences & the brand founder Diego Carrete.
The result was also a % increase in high value leads that were attracted by the brand’s new overall language.