SAINT LOUIS BOXING CLUB
BOXING IS A
Startups inspire us. We identify with their pursuit of opportunity and ideals. Saint Louis Boxing Club went out on their own with a vision and purpose–to provide a sense of community for people who thrive on pushing themselves and one another.
Through a condensed discovery and creative positioning exercise, we translated that idea into what became their brand tagline, “Boxing is a team sport.” We all believed in it because it’s true. And also because no one fights against anyone at Saint Louis Boxing Club. You hit bags. You do isometric push ups and squat jumps and try to keep up with the rest of the class. So you also don’t do it alone. This isn’t a Rocky montage.
THE LOGO HAD TO MATCH UP
In the boxing world, there are plenty of familiar themes. Most logos are teeming with aggression, grungy type and lots of red. Since we were going against the gritty boxing-with-a-mouth-guard-in approach, we took more of a lifestyle brand approach. In other words, if someone could proudly wear the logo outside of the facility, we’d call it a victory.
BRINGING THE BRAND TO MARKET
With our first social media push and our internal signage, we rallied around the “team sport” theme to drive brand awareness. Each post in the initial campaign promoted the benefits of joining a team that works out together. A team that has your back and kicks your ass.
For those who joined the gym, we also created a series of values posters to hang in the gym itself.
EARLY RESULTS ARE ENCOURAGING
Over the first four months of the campaign, we have started to gain traction with our audience.