Big Wayne's Gym Re-Branding
This campaign is a full rebranding of a local privately-owned gym in Rock Hill, SC. The aim of the rebrand was to modernize the brand in a way that would appeal to younger audiences, as the gym's current clientele is older men, endangering the longevity of the business. By using the simplicity of vectors paired with an updated color palette and font, as well as tattoo themed advertisements, the gym will attract younger generations who will thus ensure the strength of the brand long term.
A billboard, using enticing close-up imagery of the ideal audience member, uses the new tagline "Get Big." The emphasis of the billboard, however, is the 24-hour aspect of the gym, as well as its location.
A magazine ad is placed in local business magazines. The copy reads, "Get ready to get buff. Big Wayne's Gym in downtown Rock Hill offers 24 hours of muscle pumping equipment so you can get big on your own time."
When potential members inquire about the gym, they are provided with a guest pass for a free trial. The guest pass reflects the brand strategy, using this interaction as another touchpoint for brand communication.
A newspaper ad appears in the Rock Hill newspaper, sporting the same tagline and similar imagery to follow through with the campaign's tattoo theme.
This shirt, to be given to new members who join during the rebrand campaign, shows the new logo of the gym. The location of the gym also appears on the shirt, to increase awareness as well as indicate the members' home gym in the event of expansion.
New banner signage was created for the outside of the gym. The banners would go on either side of the entry way, increasing the business's curb appeal and potentially their foot traffic. I incorporated a female into this portion as well to appeal to women in the target as well.
A workout log is given to new members upon signing up, acting as a regular reminder of the brand and the consumer's relationship with it.