Athletic Gaines was looking to bring a cohesive look to their branding. Their current website needed updating and a flexible identity would have to be developed for use in all media.
Athletic Gaines had a great start to a powerful brand identity; they were just missing the necessary consistency to make it work across all marketing channels. Expansion to multiple cities is in their future plans and a visual identity needed to be determined before that could become a legitimate possibility.
We started with the website re-design because it was closest to the look Athletic Gaines wished to move forward with. Overall the content was good, but slim, and the graphics were a little distracting. The black and red color scheme was bold and powerful, and in this market space, it was a good idea to keep it so that there was some brand recognition moving forward. Along with adding more images throughout the site, content was developed to better describe the training programs, and organization was greatly improved allowing the visitor quicker access to the information they are looking for.
Next on the re-brand agenda was to create a corporate identity package, printed flyers for each program offered, a banner to be displayed for advertising at local high schools, and signage to spread the word about their new App.
Finally, we were asked to create a logo for their new AG Elite basketball program. The same core Athletic Gaines brand values would have to be present in this sub-product logo. It would have to be flexible enough to work in a single color on jerseys, simple enough to be embroidered, and yet versatile enough to work well in other print locations and on their website.
Overall, the Athletic Gaines team is excited with their new look and business is increasing. Boot camp participation is up thanks to the newly added online class and membership feature, streamlining the process for both participants and trainers. Their brand identity is now cohesively pulled throughout all materials which is putting them in a league above their competition.
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