Starting out as an underground player in the CrossFit space, WIT Fitness had grown from London gym, to physical store, to global ecommerce retailer at lightning speed. While they had invested in their visual brand design, they had never worked on their overarching brand strategy, nor developed a clear verbal brand identity and tone of voice.
As they grew, they noticed inconsistencies creeping into their brand touchpoints, with different personalities coming across at events, in store, in the gym and online. It was time to step back, hit refresh and establish a clearly defined verbal identity that would allow them to take on the world.
In order to establish the verbal identity, we first had to understand who we were talking to. Through e-questionnaires and telephone interviews, we spoke to over 1,000 current and target customers, plus valued partners such as senior stakeholders at Nike and Reebok. With research running in April 2020 at the height of the first UK lockdown, we were able to glean rich insights about the attitudes of the training obsessed towards their fitness pre, during and post pandemic.
Following our research phase, we completed a strategic workshop and extensive competitor and market analysis, along with a strategic review of WIT’s current customer and user experience across each of their channels. From here, we were armed with everything we needed to reposition WIT Fitness.
Creating a series of customer personas, we crafted a verbal brand identity that would connect with our target audience and clearly communicate the value proposition of WIT, both now and into the future. Furthermore, we refined the brand architecture, making sure the different verticals of the business were differentiated where necessary while still connecting with the overarching WIT masterbrand.
With a new brand strategy in place, our next mission was to create a series of internal and partner onboarding materials to ensure that the brand was successfully embedded and implemented. After all, if the internal staff didn’t get it, we could be certain the new brand experience would never filter through to the WIT Fitness customers or community.
Next, WIT asked us to work on creative concepts for their own brand apparel and limited edition collaborations to take them to the next level. We explored different ways to apply the brand mark, including adaptations, positioning and creating new limited edition lockups. Additionally we looked at their seasonal collections, taking inspiration from the natural world to curate capsule pieces that made an impact.
We were super excited to also work on their exclusive collaboration with CrossFit legend Sara Sigmundsdóttir, exploring ways to combine Sara’s personality and sense of style with the WIT Fitness brand. With products now for sale, we can’t wait to watch them fly off the shelves.