When we first met the founders of Healthhaus in 2014, we were impressed. Their vision for a luxury health club and gym was unique, they had an exciting business plan, and their logo had real potential.
But they still needed a brand concept, launch campaign, marketing collateral – not to mention paying members. And this is all before the club had even been built.
Branding, PR, marketing strategy, launch, roll-out, the world and more.
The concept behind Healthhaus was solid: a health club and gym for those who found traditional gyms intimidating. Who were cash rich and time poor, and viewed exercise cautiously.
But the Healthhaus branding needed building out beyond just a logo. It needed a mature, sophisticated visual identity to back up the luxury concept. And before it opened, it needed a targeted launch campaign to appeal to its specific demographic and drive memberships
Most gyms inspire customers with buff bodies, glistening skin and shiny rows of machinery and weights. Ours would be terrified – so they were the first to go.
Next was the word 'gym'. This is NOT a gym. Healthhaus is a private members club with luxurious standards and a home from home atmosphere.
To match the luxurious detailing of the interiors, we centred the visual identity of the brand around a Gucci-inspired pattern, using it across literature, advertising and promotional materials to drive home the luxury concept.
When it came to launching the brand, we took a measured approach. We rolled out teaser campaigns across targeted media. Once we had enquiries, we created an ultra-high quality, luxury brochure for use in direct marketing.
The brochure did away with generic, off-putting images and used sensory imagery alongside CGI renders of the yet-to-be-built facilities.
Our focused, multi-channel campaign hit the mark, and then some. The club opened on 24 March 2014 with 650 members – 250 more than forecast.
And as we kept the momentum going post-launch, through regular PR articles and the next round of advertising, the membership continued to grow. By 31 January 2015 the membership list was at capacity – nine months ahead of schedule.
Beyond pure numbers, the branding and campaign won Best Brand, Best Integrated Campaign, and Overall Marketing Excellence at the 2015 CIM Awards. And we’ve continued to work with Healthhaus ever since, helping them to grow and develop their brand strategy.
NATHALIE LE MOTTEE
Managing Director & Founder