This client’s previous brand hadn’t been updated since the 80’s, and they were starting to face competition from new, more modern clubs opening in the area. The club was firmly beloved and established, so they wanted to update their brand without losing existing members. They wanted to keep the brand family-friendly, but communicate that it was also hip and happening.

Studio B started creating the new brand and key messages, but as we got deeper into the assignment, it was clear the facilities had to match the new branding. It didn’t make sense to get new people excited to walk in the door, only to have them met by an outdated club.

To open this client’s eyes to the problem we were seeing, we built a before/after walk through, so they could fully appreciate what a new member would experience as they moved through the club. And we did a detailed walk-through audit so they could see the scope of the facility updates needed. They decided to complete the changes, and the new brand was a wonderful success.

It is a thrill to walk into any of Parkpoint’s three clubs and see our brand in action—with happy people wearing the new logo, a buzz of activity in a modern-looking facility, and people clearly feeling proud to be members.