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Kaizen Fitness Rebrand
Client: Kaizen Fitness
Project:
Reposition Kaizen Fitness so that the company has a smaller more specific client niche.
Kaizen Fitness' Origin Story:
The owner and founder of Kaizen Fitness began working out on her own as a means of battling weight gain caused by depression. At that time, she was going through a divorce and was now forced to raise her 3 children alone, while working a full-time job.
She began lifting hand weights on her breaks at work and later joined a gym. Soon, her coworkers took notice and asked for her fitness advice. She began helping them, then decided to complete the certification requirements to become a personal trainer.
Because of this, she saw her confidence grow. It improved her work-life balance. And instead of feeling overworked and burdened, she felt powerful.
She soon started Kaizen Fitness as a way to help other people reach their fitness goals. The business was very profitable for years, but as she grew older, she saw that her target audience of athletic-minded individuals was choosing to work with younger trainers who were focused more on improving their client's physical appearance and less on developing their inner strength. That is when she decided to seek an advertising/branding consult.
New Target Audience:
A woman entering a new stage in her life, who is now having self-esteem issues because of all of the challenges it brings. She may be a new mother, recently divorced, or entering the workforce for the first time in many years.
About the Copy:
It promotes the idea of using physical fitness as a tool to increase one's self-esteem. It reflects the company's origin story.
New Headlines:
Renew Your Mind. Refresh Your Heart. Rebuild Your Body.
Walk Farther. Run Faster. Stand Taller
Stomach Crunched. Biceps Curled. Self-Esteem Lifted.
New Tagline: Redefining Strength
Project:
Reposition Kaizen Fitness so that the company has a smaller more specific client niche.
Kaizen Fitness' Origin Story:
The owner and founder of Kaizen Fitness began working out on her own as a means of battling weight gain caused by depression. At that time, she was going through a divorce and was now forced to raise her 3 children alone, while working a full-time job.
She began lifting hand weights on her breaks at work and later joined a gym. Soon, her coworkers took notice and asked for her fitness advice. She began helping them, then decided to complete the certification requirements to become a personal trainer.
Because of this, she saw her confidence grow. It improved her work-life balance. And instead of feeling overworked and burdened, she felt powerful.
She soon started Kaizen Fitness as a way to help other people reach their fitness goals. The business was very profitable for years, but as she grew older, she saw that her target audience of athletic-minded individuals was choosing to work with younger trainers who were focused more on improving their client's physical appearance and less on developing their inner strength. That is when she decided to seek an advertising/branding consult.
New Target Audience:
A woman entering a new stage in her life, who is now having self-esteem issues because of all of the challenges it brings. She may be a new mother, recently divorced, or entering the workforce for the first time in many years.
About the Copy:
It promotes the idea of using physical fitness as a tool to increase one's self-esteem. It reflects the company's origin story.
New Headlines:
Renew Your Mind. Refresh Your Heart. Rebuild Your Body.
Walk Farther. Run Faster. Stand Taller
Stomach Crunched. Biceps Curled. Self-Esteem Lifted.
New Tagline: Redefining Strength
New Tagline: Redefining Strength
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