REGYMEN brought together a dream team of health, wellness, and gym veterans as well as executives from multiple franchise concepts to create great HIIT workout programming that was different from what was already available in the fitness market. The only thing they were missing was the look and messaging of a national brand and marketing fire power to allow for an aggressive growth plan. So, SASSO took on the challenge of making the vision a reality and expanding the brand across LA, TX, GA, FL, SC, NC, VA, and other markets.
A major part of a lifestyle and fitness brand is developing an icon that can be quickly recognizable by consumers. The brand identity needed to be unique in the word mark and also its complimentary icon set. In addition to the brand identity, we developed an icon system that was expandable for future programs while still relating to the overall look and feel of the brand. The final product instills a sense of strength and stability with a feeling of motion and progression.
To give the brand life, we capitalized on the core positioning of being member-centric while “disrupting” the fitness industry. Combining the two, we highlighted the unique differences through bold imagery, reflecting the unique hex iconography of the identity and bold color palette. In addition, we executed an approach utilizing black and white imagery to be more focused on the expression and strong lines of the body, creating an aspirational look. This gave the brand the ability to focus on the bold, motivational messaging to move members.
Once the brand was primed and ready with a new SASSO facelift, it needed a strategic plan to deliver that brand messaging to future members. SASSO initiated a holistic approach to saturate the market through social, digital, and traditional advertising, focusing on REGYMEN’s goal of increasing leads. This approach was greatly successful and pivotal for new store openings and attracting franchisees.