When is multichannel winning for brand awareness?
Mabo’s wellness center, a historical local business offering global fitness services for adults and children, chose us to build a coherent visual identity for its communication, both online and offline. We started by studying the core values and assets on which to build the entire communication system, and step by step we brought order and substance to the most important aspects related to the brand’s values, mission, and desire for positioning and recognition.
Tone of voice: the voice of a family
First of all, the claim: We are family
A phrase that says a lot about how the service is offered, a service based on relationships with people, on the trust that anyone who relies on a fitness center places in its instructors, who become the point of reference.
We didn’t invent it, it was already there when we arrived… we decided to give it maximum power by choosing it as the central point of all communication.
From this insight, it was natural to build an informal yet professional, warm, and welcoming tone of voice.
Reorganization of the visual identity: a new look for a new era
After the website redesign, which we developed trying to organize the information clearly and precisely to offer the user the best possible browsing experience with a focus on finding the necessary information, especially when browsing from mobile
We focused on multi-channel visual consistency. The main use of user communication in this case is not online but the experience lived during the stay at the center; consistency was necessary to avoid creating an image dissonance between the various channels, therefore:
Redesign of signs, internal and external printed materials.
Launch of the MB’S WEAR clothing line.
The ultimate expression of #wearefamily materializes in the launch of an exclusive clothing line. We followed the selection of materials, designed the lines, developed the e-commerce, and produced the communication focus dedicated to this special project.
From the claim to digital positioning passing through social media communication and the organization of the main event.
Social plan: #wearefamily to the rescue
Now it was necessary to give substance to the claim, to enhance the professionalism of the instructors by having them talk about what they offer, how they offer it, and why #wearefamily was much more than a # with which to create a trend.
A social plan that was based on the production of quality photos and videos, post-produced with continuity of style. A communication completely focused on pragmatism and transparency. We show ourselves for who we are, for what we really do, so that people choose us consciously.
And the campaigns? There were some, but never positioning them on a convenient price compared to other competitors; rather, we chose the open day route to introduce the center, to let people experience the family atmosphere, and to let them see the offer firsthand.
Multichannel has a mandatory step: organizing an event
We are convinced that the best tool to communicate an activity like Mabo’s is experience, and we are even more convinced that there is no better experience than one that is felt, touched, sweated, and truly lived.
Thus, the Notte Fluo (Fluo Night) was born.
When we first met Mabo’s, this event was in its first edition. It started as a closing party before the summer, aimed mainly at the center’s members.
In the evolution of the communication strategy, the event has taken a more defined form, becoming an appointment that the center’s attendees look forward to.
WHAT WE DID:
We took care of defining the concept, promoting and communicating the event, the production and overall organization which includes scouting sponsors, managing the executive procedures, defining the entertainment format, and live social media communication.
