We started with research to better understand the existing customers as well as the market overall. We leveraged a national research platform to engage and question customers and prospects to gain insights and view trends on purchase behavior, brand perception, product use-cases, media consumption habits, and many other attributes that helped us mold personas for each segment.
The research activity was a foundation and springboard into brand positioning & messaging development, leveraging insights to craft positioning statements and conceptual messaging directions for the Johnson Fitness & Wellness retail brand. After a couple rounds of concepts and refinements we landed on ‘The Home of Fitness’ for the brand positioning. This clearly stated the core offering of the retail brand, implied category leadership, and helped differentiate Johnson Fitness & Wellness from their competitors.
Leveraging the new positioning and messaging, we concepted and developed new brand TV and radio commercials, in-store and digital graphics, photography that showcased our new personas and brand promises, as well as b-roll footage for use on the website and social media platforms. The new brand assets were used in a national brand relaunch in the Fall of 2022. Check out a couple of the completed TV spots and the photography!