Brand Repositioning and Relaunch
We have recently enjoyed working on a project to re-brand and relaunch the Suzanne Ferreira Studios.
Challenge
Suz Ferreira, a passionate and experienced trainer, fitness consultant and studio owner wanted to expand and develop her business
Operating from one studio, she was on a tight deadline to open a new location but wanted to ensure that the growing business was marketed successfully to a new audience
The existing studio was very much a ‘best kept secret’ in Hampstead and there was a concern that expansion would alienate existing clients
The branding was inconsistent and the website and social communication lacked a coherent core
The project was successfully completed in a tight time schedule in time for a relaunch party and first indications are that both acquisition and existing studio retention is on target
Our Approach
Defining the value proposition: Gathering all available information about SF Studios’ unique approach and the ‘Movement Conditioning’ philosophy, we developed a proposition in a highly creative workshop activity
Market analysis: We reviewed all aspects of the competitor market to establish points of difference for SF Studios and identified best practice
User research: In-depth face-to-face interviews with a range of existing clients both informed the proposition and identified a route to growing custom at the new studio
Marketing strategy: We identified the most effective awareness builders for a North London marketing campaign built around Facebook and social advertising supported by a door drop and Underground poster campaign
Brand repositioning: A new colour palette was developed to reflect the revised values of SF Studios. A striking new logo was created as a focal point for the new look
Photography: We commissioned one of the country’s leading sports and portrait photographers to create new image for all communications including Underground poster campaign
Website: A complete redesign and restructuring of the website was completed as a focal hub for the SF Studios relaunch
Outcome
The project was successfully completed in a tight time schedule in time for a relaunch party and first indications are that both acquisition and existing studio retention is on target.