When an entire industry pivots, most brands take a while to catch up.
World Health is not most brands. Together, zag and World Health launch a bold new brand to resonate with a new age consumer who knows what they want and isn't afraid to ask for it.
World Health has been operating clubs in the Calgary and Edmonton metro regions for decades, and the business has seen its share of challenges and changes.
As far as competitive categories go, the fitness market in Alberta is about as challenging as they come. Municipalities spends more on public fitness facilities here than most other municipalities across the nation. If that wasn't difficult enough, traditional gyms, such as World Health, have been losing market share to an increasing influx of boutique fitness studios, especially as millennials flock to these new offerings.
The look of the refined World Health had to demonstrate the gritty, authentic, and tribe mentality attributes that were important to infuse through every aspect of the brand. The result was a suite of materials that looked clean and professional, but also more personable, younger, edgier, and intriguing. The design gave a new sense of self and purpose to World Health’s marketing materials.
In order to break into this new consumer mindset that demands community, personality, and convenience from their fitness choices, World Health Edmonton had to shed its big box corporate persona. To achieve this we refocused the design of their collateral materials to match the company's personal and deep commitment to each of their client’s fitness journey.