A small but well known fitness club/ gym was planning to relaunch their brand logo. The client needed to identify the strongest areas of opportunity for the brand and then wanted to test several concepts with consumers to identify the strongest execution.
Focus groups were used to explore barriers and drivers to gym usage thereby identifying the strongest areas of opportunity for the brand. As a result, four logo and tag line concepts were developed and uploaded onto a closed user URL where participants recruited for the study were able to review the concepts, indicate their preferences and provide feedback. One of the four concepts recorded broad appeal and was particularly compelling to new, younger members who are a key audience. The preferred concept was also credible and positively differentiated the gym from its competitors.
The client introduced the preferred brand logo and tag line. New memberships increased and the inclusive approach contributed to higher retention of current members.