URBOUNCE Brand Case Study Pdf By BrandMatterz

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Case Study Brand Experience Creation
Strategy, Design, Communication, Spaces in
2013-2014
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The Challenge
The Infinite Life Fitness Group wanted to launch
a new brand with plans of going national over the
next 5 years, to provide fitness solutions for
customers from 8-80 years which would motivate,
educate and empower them to reinvent themselves
in body, mind and spirit and develop a truly
healthy way of life.The new Brand needed to
establish its unique proposition amongst the
inundated fitness market with both global and
premium local brands foraying into a variety of
fitness solutions and experiences, and drive the
business intent of truly customising holistic
lifestyle programmes for its diverse gamut of
customers.
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Our Solution
Brand Mandate The need for both external
motivation and self-goals in order to actively
and continuously participate in fitness
programmes emerged as the key insight from the
user/ customer and market study. This insight
translated into the brand's mandate of providing
customers with inspiration and fulfillment
throughout their journey of interaction with the
brand.
The Brand strategy outlined internal values and
action areas to ensure consistent brand behaviour
for delivering this mandate, as well as
articulated the intangibles which formed the
basis of a differentiated brand image and
experience to attain lasting customer
relationships.The strategy also helped identify
Happiness as the universal emotion binding
health, inspiration
Brand Persona Values
and fulfillment.
Brand Experience Strategy Workshop
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Our Solution (contd.)
The name 'Urbounce' was coined to convey the
gymnasium chain's promise as The Ultimate Fitness
Destination that helps attain Boundless
Happiness, while the Urbounce identity was
designed to Connect you to the new you a
stimulating reflection of the bridge to a
healthier and happier life for each individual.
The playful character of the both the name and
identity intended to embody the Brand's passion
to influence and motivate customers, enabling
them to achieve amazing fitness goals through fun
and enjoyment.
Brand Name, Identity and Image Creation
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Our Solution (contd.)
A memorable positioning line 'Workout Happiness'
was crafted to bring aspirational value and at
the same time communicate the brand's core
benefit. The strategy also guided the eventual
segmentation of the offerings across specific
audiences and environments. Innovative
communication elements and warm, interactive
gymnasium spaces were created to bring the
desired contemporary, joyous and stylish image of
the Brand alive.
Segmentation of Brand Offerings
Positioning line
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Solution Elements Brand properties and Visual
Language (Shapes, Colour Palette, Typefaces,
Imagery) for a Contemporary, Joyous and Stylish
look and feel while bringing the Brand values
alive
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Solution Elements Environment Graphics adding
warmth and interactiveness to the gym spaces
while establishing Brand visibility and
consistency for high recall
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Solution Elements Signage and Way finding to
guide visitors and customers while establishing
Brand visibility and consistency for high recall
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The Outcome
Urbounce's Brand had been successful in bringing
together the Brand intent, projected market
position, relationship with all stakeholders and
guiding future business growth. A cohesive Brand
thinking and image resonating with latent
customer needs has provided a firm foundation for
building the brand's awareness, engagement and
recall with a unified intention and for
significant impact. Urbounce continues to gain
popularity with customers from various walks of
life through the inspiring brand experience it
provides.
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