Reform Pilates Brand Positioning
The aim of this new visual style was to reposition the Reform Pilates brand from the trad wellness and lifestyle categories, which pilates is so often associated with, to consideration as a substantive athletic / conditioning workout.
To support this goal we are used less wide ‘literal’ shots, instead pushing in on the talent, highlighting the effort and strength through aspirational musculature and tone.
Groups are still shown, but more as background elements supporting the key talent.
Additionally, we used a 50/50 female/male split in imagery to grow consideration in our male existing and potential customer cohorts.
The video edits were supplied as various final cuts, and were exceptional. To leverage these I used a minimalist approach to message overlays and motion graphics.
I developed the partnership logo lockup (of Reform with Fitness First and Goodlife) to start reinforcing Reform as an aspirational brand in its own right, rather than an owned, in-club service.
Initially this project was simply a content shoot, however the question was asked and I was given the green light to propose a brand re-positioning creative direction.
The creative treatment acts as both an initial pitch deck and live concept document to work through with the various stakeholders.
A design research phase led to gathering a large number of images that offered stylistic and tonal feel I felt was where we could push the brand.
Once this was approved it acted as a guide for the creatives used for the actual shoot.
Each content pillar had a hero image selected for it. This constant use of the image with the value proposition acted as a visual mnemonic, aiming to improve brand salience and awareness.
Reform Pilates exists within both Fitness First and Goodlife Health Clubs. Each brand advertisers on Meta and Google display networks across most social channels.
A variety of talent and detail imagery were taken and given a darker, slightly grittier colour grade to be used in social tile combinations.
This combination aims to contrast human moments with the equipment to create intriguing, aspirational visuals.
This new direction was used for an awareness campaign both to existing and prospective members.
The outcome was greater than hoped with a large brand uplift for both audience types and class bookings of around 90% consistently.
Task
A content shoot for an owned brand gave me the opportunity to visually reposition the brand.