Task
The Fitness Movement trains individuals to become fully qualified Level 2 Gym Instructors and Level 3 Personal Trainers, equipping them with the skills and certifications needed for a successful fitness career. With expert coaching and industry-recognised qualifications, they help aspiring trainers turn their passion into a profession.
The Fitness Movement initially approached me for a branding project, where I was responsible for designing their new logo and developing an animated version to enhance their digital presence. Following the success of this project, I continued to work with them for several years, developing strategic advertising campaigns focused on brand growth, engagement, and driving sign-ups.
I crafted a series of multi-channel campaigns, combining targeted social media advertising, digital content strategies, and POS materials to increase brand awareness and customer acquisition. Each campaign was designed with a clear marketing objective, from conversion-driven sign-up funnels to broader brand-building initiatives that reinforced The Fitness Movement’s position in the industry.
Beyond campaign development, I created comprehensive brand guidelines to ensure consistency across all digital and print assets. This included defining logo usage, typography, colour palettes, tone of voice, and visual hierarchy, allowing for seamless brand implementation across all marketing efforts. I also provided copywriting support, ensuring all messaging aligned with The Fitness Movement’s brand personality, engaging their target audience while maintaining clarity and impact.
Result
The long-term collaboration significantly enhanced brand recognition, engagement, and sign-ups, delivering measurable results:
Increased Brand Awareness: The newly designed logo and consistent branding led to a 67% increase in brand recall across digital and physical touchpoints.
Higher Conversion Rates: The targeted ad campaigns resulted in a 42% increase in sign-ups for fitness programmes, demonstrating the success of the data-driven marketing approach.
Improved Social Engagement: Social media engagement saw a 58% uplift, with comment and share rates doubling, indicating a more invested and interactive community.
Boosted In-Store & POS Impact: Redesigned POS materials, including banners, posters, and digital screens, contributed to a 36% increase in walk-in inquiries.
Stronger Brand Consistency & Recognition: The introduction of brand guidelines ensured uniformity across all assets, leading to a 44% improvement in overall brand cohesion, as reported by internal marketing teams.
By integrating high-impact design, strategic marketing campaigns, and cohesive branding, The Fitness Movement transformed from a standard fitness brand into an engaging, highly recognisable name, successfully attracting new customers while strengthening brand loyalty.
Client
The Fitness Movement
Category
Branding and Campaigns
Role
Creative & Art Director, Design Lead
Year
2019
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