RockBox has its roots firmly planted in boxing. But, that can be a bit intimidating to the optimal target for high-end, mainstream fitness studios. Women. The goal was to create a brand that spoke to those looking for something more than pilates, without scaring them with too much edge.
We created branding, identity, website, signage, environment, swag, and marketing to attract a wide range of members from the young and reserved, to the bold and badass. This brand was created to communicate the intense yet attainable nature of this fitness studio and their workout.
Boxing is one of the highest-intensity and most results-driven workouts available. It's also very intimidating if you think you will be getting hit.
The key to overcoming this was to communicate the toughness of the workout, while at the same time, ensuring we hit bags, not people. The bags may be heavy, but we keep the personality light.
The name is designed to be very specific. ROCK stands for the music that will inspire you to BOX (kick, jump, squat and sweat) your way to incredible results.
The logo is designed to be more broad. The goal is to keep it simple enough to design around it and communicate the two sides of this brand. Powerful and Possible.
With so many fitness options in the market and a workout that can be intimidating if not fully understood, the website had a lot to communicate.
It's important to have the aesthetics to excite but the content to comfort. The site also had to serve as a place to view and reserve space in classes. Our strategy was to offer free trials (to reduce intimidation) instead of pushing membership.
After someone has done this workout, there is a sense of pride that is immeasurable. Well, almost immeasurable. We measure it by how eager they are to wear the swag.
Knowing the members tend to be bold and beautiful, it is important to have swag to match. If your going to work so hard to look good, don't ruin it with an ugly t-shirt.
The studio IS the brand experience, so the environment has to set the tone. The members here are not looking to feel like a gritty gym rat in a NY basement boxing ring.
Everything is meant to make a hard workout fun. From the ease of check-in with iPad stations, to inspirational quips on the walls, and even mood lighting that changes with the workout.