System2 Fitness
Brand Positioning, Voice, Identity, Creative Direction, Ux/Ui
When System2 approached us, it was clear they needed help in a highly competitive and decidedly relevant space.
The tech was new and very exciting in our eyes, but complex and potentially off-putting. That and the uphill battle S2 would face against a very mature and saturated market was jsut the challenge we welcomed. From offerings, to messaging, to visual identities, a sea of sameness pervades the sport and fitness world. Big bold type with elite and glossy imagery was not only a recipe for being overlooked, but it had become a dated approach, out of step with today’s culture of wholistic wellness, mindfulness and above all realness.
After an initial immersion, we concluded that:
The world didn’t need another fitness app,
The world needed better, more personal relationships.
System2 saw the difference in this “positioning pivot,” understanding quickly that they weren’t in the Fitness nor Personal Training business, but the Relationships business - Real Fitness Relationships. This key differentiator also opened Founder and CEO, Dillan Dane’s eyes to new scalability he hadn’t yet realised.
Real Fitness Relationships
Given the challenge of an AI powered app, humanizing the brand’s persona was key. Not only did this impactful shift allow us to bring a more contemporary look and feel for the brand to cut through with, but also a more human one too.
Levity Creative
Strategy and CD: Colin Leary
Design: Chris Ralston
I spent 4 years at Y&R New York, moved to Amsterdam, The Netherlands to lead the Nike account at W+K Amsterdam. Joined Nike in 2007 and spent 10 years in brand & creative leadership positions at WHQ, EHQ, and Brazil. Eyeing a creative gap in the Ad industry as well as an emerging trend of big business consultancies moving in on the Ad & Media game, I founded Levity Creative in early 2018. Levity is a cross-disciplinary, international, brand & creative consultancy scaling to the challenge.