evolving an existing brand
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Re-Branding Merritt
February Twenty10Merritt Athletic Clubs
Marketing Department
Table of ContentsBrand Positioning
Repackaging the Merritt Brand
The new branded look for Merritt Athletic Clubs accomplishes two major challenges for the company.1. Update the Merritt brand in the mind of the consumer to a fresh
contemporary look.2. Preserve the existing heritage of the Merritt logo to prevent
major capital investment in changing building signage and equipment coverings.
The new brand image has both contemporary and traditionalelements to take the consumer through an easy transition ofhow they perceive and identify Merritt. While the look andcolors are completely different, they will immediately identifythem as Merritt Athletic Clubs saving any market identityadjustment and making the roll-out of the look seamless.
Table of ContentsBrand Positioning
The consistent branded elements in this new look include:• The white and grey wave and swish • The clean crispness of the white and blue• The stacked copy is contemporary with current trends in print • The modern swish lines incorporated in the background are a further
suggestion of our brand• Gradation of light and dark blue• Double outlined font for Headline Copy• Merritt logo in Reflux and 2995 on white• White and blue as the dominant colors• Red used only to draw emphasis to contact information (including online
clicks) and USP Results logo• A photo inclusion would take the dotted “movement lines” and wrap
around the photo to show movement. All photos used would be either action shots or contemporary close-in lifestyle shots and be color coordinated with the art.
All materials would adhere to this new color and graphic theme, including print ads, redesign of Merritt website, External signage and internal schedules, signs, flyers and brochures.
Elements of the Branded Look
Branded LookThe components of our designs that make up the
Merritt brand.
Locations address block conveys the convenience of multiple locations near where you live and work
Merritt’s USP: Results Guarantee is on all advertising.
The Merritt logo appears in Reflux and 2995 in a white outlined ball
New Established Merritt colors are:
PMSReflux blueDark blue 2745Light blue 2995Red 200White
The “wave and swish” design is subtlety integrated in white blue and grey as an accent and a carryover from the pre-existing branded look
Stacked outlined headline font
Contact information in red 200 or blue 2745
Contemporary lifestyle shots or exercise shots used and re-colored to coordinate with graphic elements. Photos wrapped in dotted “movement lines”
Grey dotted grid
Table of ContentsBrand Positioning
Graphic Elements of the Branded Look
Contemporary stacked font for headlines
Merritt logo in Reflux and 2995
Grey dot grid
“Wave and Swish” in white, grey and reflux
Rounded corner gradient boxes with white and grey accent outlines
Dotted “movement lines”
Table of ContentsBrand Positioning
Merritt’s NewOfficial Colors
White used as a dominant color in all designs and grey used for accents and on the dotted grid graphic.
Red used for contact information
Print and Collateral
Collateral & Outreach
AdvertisingOnline & Print
Branded Letterhead& Business Cards
OutdoorAdvertisin
g
Our outdoor advertising includes building marquees, monthly building banners, stake signs and strategically placed billboards.
Outdoor Advertising& Signage
Outdoor Building Banners
Viral Marketing
Our Viral Brand presence includes our club website, our own social network site, Facebook, Twitter and MySpace in addition to online advertising and Google analytics.
Viral Marketing
Frequent eBlasts to both Prospects and members promote our online sales offers and special programs
Summer MemberReferral Campaign
This is our “Red Hot Summer” Promotion with the new look. We do a t-shirt give-away for every member that refers three friends names and give away one grill per club in a drawing at the end of the promotion. Members are entered in the drawing each time one of their referred friends joins.
T-shirt art concept screened on a Navy blue gradient died shirt
Program BrochuresAnd Flyers
Branding all elements of our marketing, including all of our members programs serves to solidify the complete Merritt brand package and convey the consistent quality of the Merritt brand across all nine of our clubs.