About the Brand
Come 2023, FitLife went through an evolution where it shifted gears and moved from a B2C vehicle to the B2B market of the UAE; this evolution resulted in LEENR.
The program now focused exclusively on catering to executive level and higher blue collars in corporations such as FAB (First Abu Dhabi Bank) and added a new leg to its already strong foundation that accounted for Lifestyle, Ergonomics, Exercise, Nutrition & Recovery.
Deliverable
Primary:
Create a new visual identity for the brand that appealed to a B2B market as well as high level executives on an independent (B2C) level equally.
Secondary:
Create a GAP and SWOT analysis for the brand’s new positioning, as a prerequisite for the following:
- A new consumer profile & personas (positive & negative)
- Re-articulation of the value system & brand message
Process
Research:
- Profiling the new industry & their audience as individual components
- Charted a new consumer journey map with the new parameters
Execution:
- Articulated the new brand message, value system for both, brand & business
- Create a new, simplified logo & design language that appeals to the new demographics
Results & Reception
The new positioning and visual identity was met with positivity and aided in the brand’s first B2B collaboration with FAB (First Abu Dhabi Bank)