BLAST, formerly Blast 900, is an Atlanta based group fitness brand specializing in fat-shredding, interval cardio workouts. Alternating between high intensity elliptical machines and high impact floor exercises, BLAST is the place to "get in, get out, and get fit" in 60 minutes.
BLAST's leadership and trainers worked with Brand Fever to do an entire brand refresh in light of plans to grow and franchise in 2015 and beyond, both inside and outside the Atlanta area. With the launch of its newest Midtown location acting as its flagship location for the brand unveiling, BLAST was ripe for a dramatic change.
I was brought on to lead BLAST's initial brand research, as well as its brand matrix, competitive audit, mission, vision, value proposition, attributes, and ultimately, its updated positioning. I also contributed two personas, written to help the team understand and design for client need states – in this case, attracting new fitness-fluent clients, and retaining its existing audience.
Towards the end of the project, as signage and brand merchandise was going to market, I also wrote BLAST's "Mantra Wall", a dedicated wall space serving as an ethos for the "BLASTLife", now the centerpiece of everything the brand stands for. Powerful statements, coupled with its message of life-changing, personalized fitness, have delivered a brand that fully belongs to BLAST today.