Renaissance Athletic Club, or RAC, came to us with a logo and a vision. I had a large part in executing their vision, taking it to the next level, and developing the brand throughout 2 years.
RAC's vision was to be a high end athletic club where all are welcome. They wanted to be a place where people came to realize a new, healthier version of themselves. They wanted to inspire the community, and provide it with the best equipment and resources possible. They wanted these resources to be available to ALL in the community. From those who wanted a serious club to train in, to those who just needed to take a couple classes a week to stay in shape.
Renaissance means rebirth, which was a perfect place to start. We focused on the manifesto first:
"Inspiration resides only in the most deserving of places It’s the spark that ignites the flame of potential. And the fuel that drives determination.
Through our doors, opportunity awaits. The opportunity to sculpt your identity, as you see fit The opportunity to join a community of peers and professionals who won’t let you fail. And the opportunity to discover an environment that has earned the right to be called an inspirational haven.
Beyond our doors, a new self awaits. Ready to show the world the revitalization of your true form Ready to take on daily challenges with renewed confidence.
We believe in Fitness Through Community.
That’s why inspiration lives at Renaissance Athletic Club."
We then focused on a look. We wanted an active color palette. The blues represented the high tech equipment and the yellows and oranges to represent rebirth and renewal. Basically all the colors of the sky, inspirational and energetic.
RAC wanted to be bold. Wanted to stick out and be memorable. We chose a bold type face and took bold cinematic photography.
We started with billboards, web ads, radio ads, magazine ads, and a website. Within one year, RAC had 1000 members. We exceeded their expectations by a lot! In the next year we developed a membership kit, promotions for all sorts of events, branded their new cafe and sports performance program, and so much more. RAC is a thriving athletic club that focusing on the community. And the community loves them!
www.racbh.com