When fitness and wellness gym, EVOX, was set to open in booming Riyadh, it had identified a market gap in the availability of premium gyms. As such, the brand strategy had to take the members’ experience one step ahead. In a country where 64% of the surveyed audience prefers exercising at home, it became clear that the club had to provide its clientele with an experience that matches their lifestyle. EVOX had to be relatable and go beyond the mere classes and premises of the gym itself.
We started with an intricate brand strategy, followed by an integrated marketing and communication plan, that acted as the basis for EVOX’s visual identity roll-out and launch campaign. After segmenting our target audience, looking at its demographics and psychographics, we set to conduct a thorough competitive environment audit that aimed to shed light on the options that were currently available to them. With these insights, we locked EVOX’s brand essence and positioned it as an extension of our target audience’s comfort zone and way of living. This was reflected in every interaction the brand has with its community, starting with the brand launch video: EVOX introduced itself through an authentic, upbeat and energy pumped video, backed up by a well-crafted digital media plan, that ensured maximum awareness and reach. We then built the brand’s social media content library, based on specific axis of communication, making sure the content is relatable, inspiring and entertaining. On-ground, we completed the brand experience by developing exclusive premium brand merch distributed to EVOX’s members, further strengthening the sense of belonging to a community.
As far as building brands goes, EVOX is the perfect example of how a sound brand strategy and detailed brand identity can go a long way in helping a newcomer quickly establish itself as a key player in their industry. Despite opening its doors in the midst of a pandemic, EVOX saw its subscriptions go up and followership on social media substantially increase. It has successfully achieved high brand recognition in no time and has already acquired a solid reputation in Riyadh’s fitness landscape; so much so that a new branch is set to open in Jeddah.