Brief

The health club sector is highly competitive and its consumers are largely transient. Brands in this sector not only need a strong and desirable reputation but they also need to constantly attract potential consumers attention. When we joined the team, Holmes Place Health Clubs had recently undergone a brand identity up-date but were struggling to keep their bi-monthly campaigns fresh and interesting.

Response

People join health clubs aspiring to look and feel good. Membership price offers are a consideration, a rational decision, but Holmes Place was missing the added value of the emotional pull, the reward and the feel good factor.

We expanded their identity to deliver the style, aspiration and the execution quality of modern sports brands. Campaigns were led with an emotional promise and the identity restructured to clearly communicate the functional information.