- BEHIND THE SCENES -​

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Rebranding is about more than just changing your name and logo. When you rebrand, you’re essentially redefining your whole identity as a business.

 

For Royal City Community Fitness, the core of their identity lies in their coaching excellence,  and in their vibrant, welcoming gym community, so we needed to make sure both of these elements came through loud and clear in their rebranding campaign video. What better way to do that than to personally introduce those coaches and the friendly faces of the community members!?

 

Beyond highlighting the core values of the gym’s new brand, this approach also accomplishes another important goal. It addresses the biggest fears many people face about joining a new gym: the fear of judgement, and the fear of not fitting in.

 

By showing the age, gender, and body type diversity in Royal City’s member-base, potential new members can see that they don’t need to worry about being judged or not fitting in. More than that, including shots with member's kids and pets helps the community feel even more personalized, so potential members can actually feel excited about the new friends they might meet here. 

 

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- THE PRODUCTION -​

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We planned and filmed this project over the course of 2 weeks, during which time we had sent the call out to the members to send in their “selfie” videos. 

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The edit for the first half of the video was completed while we waited for the selfies to arrive, at which time they were edited into the final product.

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- THE RESULT -

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In under a week, this video was viewed over 2,500 times on social media and liked over 180 times with more than 50 heartwarming comments and shares (with many of the gym members admitting to shedding a tear!).

 

Most importantly, Royal CIty's rebranding video has sent traffic to their profiles and website, clarified their new identity as a rebranded business, and increased their revenue with new memberships!