Gold’s Gym Utah sought to rebrand their 17+ gyms to become Vasa Fitness, a project that Katie led. No detail was overlooked – elements of the rebrand included logo development, the creation of all print materials including direct mail, interior and exterior branding, garment design (staff uniforms and retail items), website, social media content, outdoor advertising and member-facing materials.
Vasa Fitness immediately embraced the tagline “My Gym” creating a relatable marketing campaign for Vasa’s main demographic – the recreational athlete. “My Gym” and its derivatives (My Goals, My Healthy Heart, My Resolution, etc.) were utilized on all advertising platforms (including television), creating an ultra-consistent message. Photography used in the campaign was carefully selected, avoiding the typical Gold’s Gym “meat-head” image and embracing attainable yet inspiring imagery. The Vasa Fitness color scheme is motivating yet “bad-ass”, tying in as an inspiration element.
Now with over 22 locations, 150,000 members and soon to be expanding to Colorado, the Vasa Fitness rebrand proved to improve the gym’s image by creating a modern, inspiring and attainable brand.