Fitness, like financial planning, is a tough problem to solve for beginners. You're asking people to do difficult work now in order to build a better future; to substitute play time and fun money for hard work and less disposable income.
There are 130+ million people in the U.S. that self-identify as fitness beginners; people either starting out, or starting over, on their path to a healthier lifestyle. People who are looking for help but aren't finding a brand they can relate to.
- The fitness industry largely markets to people that are looking for a quick fix, or are already on the fitness train. A landscape dominant with butter-infused-coffee and "extreme" fitness fads.
- Fitness imagery is saturated with models clad in sports bras, muscle tees, and skintight Lycra. Little variation of tone is used between beginner and advanced audiences.
- There are three important problems to solve for in order to help people create and maintain a life/fitness balance: Motivation (Get up and do it), Content (What should I do), and Accountability (Keep doing it).
Daily Burn, the industry’s leading at-home fitness service, had already solved one of the key problems of fitness by offering a variety of personalized, best-in-class workout videos streamed directly to your TV, computer, tablet, and smart phone. Content delivered to you, wherever you are, with the equipment you have on hand. No leaving for the gym when it's 20ºF outside and no one staring at you while you sweat. In 2015, they wanted help transitioning into a company with mass appeal, seeking a brand position, identity, and product that would improve Motivation and Accountability while simultaneously changing the way the company and its customers interact.
Working with New York agency Gnomic, our aim was to create an optimistic sensibility that was accessible to all — to make fitness fun and unintimidating. Not hard bodies, but healthier living. The flame mark, in its simple gradated orange, suggests progress and motion. "A Better Fit" implies a program that works with your lifestyle — progress, not perfection, and good science made more accessible.
Our work (Fig 1) informed every aspect of brand integration from casting and photography for advertising campaigns (Fig 4, broadcast advertising made in collaboration with iCrossing), to set design, show graphics, audio mnemonics, and lighting direction for Daily Burn 365, the new live interactive show aimed at helping motivate beginners. Style guides (Figs 2, 3) and a printed brand book helped orient employees to the new direction.
Daily Burn 365 is available on iOS, web, Android, Roku, Xbox, PS3, Amazon Fire, Chromecast, Samsung TV and the web. The newly launched 365 for Apple TV is the Top Grossing app in Health and Fitness.