OPVS
Health & Wellness
Services
Market Insights
Competitive Analysis
Paid Avertising
As branding fortune tellers attuned to Los Angeles, California’s evolving boutique fitness scene, we identified a clear potential for OPVS Fitness to disrupt the status quo. While the private gym began with an ambitious vision of fulfilling an underserved market need, its minimalist branding faded into the background of competitive facilities focused on scale over personalization. OPVS Fitness needed to call attention to its exclusivity and customization – from capped-membership locations to maniacally tailored personal training programs. Uncomn Projects would rebrand OPVS Fitness to the niche consumer through targeted messaging that highlighted its unique specialties as a gym. Backed by Uncomn Projects’ expertise across market insights and positioning, brand identity, and copyrighting, we would craft a brand awareness campaign to spotlight how OPVS delivers unparalleled personalization through expertise, amenities, and atmosphere. The new brand identity celebrates the refined, exclusive vibe that sets OPVS apart while directly speaking to its target demographic.
CHALLENGE
As a new, smaller player in Los Angeles’ crowded fitness market, OPVS Fitness lacked brand differentiation and disruption to highlight its unique value proposition & capture the attention of their niche audience. Their sleek yet minimal aesthetic blended in with “big box” gym competitors. OPVS needs a rebrand and campaign tailored to reenergize the private, personalized amenities and training that set them apart.
INSIGHTS
As a new, smaller player in Los Angeles’ crowded fitness market, OPVS Fitness lacked brand differentiation and disruption to highlight its unique value proposition & capture the attention of their niche audience. Their sleek yet minimal aesthetic blended in with “big box” gym competitors. OPVS needs a rebrand and campaign tailored to reenergize the private, personalized amenities and training that set them apart.
SOLUTION
Uncomn Projects would position OPVS Fitness as as Los Angeles’ top destination for results-driven boutique fitness. Leveraging the market insights, we created a new brand identity featuring energetic and uplifting colors and logos. The OPVS logo was transformed into a 3D-style monogram, paired with a sans serif font that was a cleaner fit for a brand in the fitness industry. The color palette is inviting as it balances the warmth of orange with a pop of energy from purple. Color-treated photography adds the right amount of moodiness to activate photography throughout the new website, collateral and signage. This cohesive brand identity aligns with the company’s core values & product, which is personalized, intimate fitness.
Using this new brand identity, Uncomn Projects went on to visualize new promotional gear & signage for OPVS Fitness. Uncomn Projects understands the importance of promotional products, including branded activewear, yoga mats, water bottles, and more, to expand visibility.
The new fitness gear is fresh & exciting, while new environmental graphics & billboard are eye-catching for locals walking or driving by the gym.
Uncomn Projects reimagined OPVS Fitness’ website to feature a bold new look, showcasing OPVS’ personal training services and upscale amenities. With a fresh design & seamless UX/UI integration, OPVS’ brand messaging is amplified rather than lost amongst distracting design elements. This new digital presence would be carried through to social media & email campaigns to nurture their growing community while motivating new members to start their own personalized fitness journey with OPVS Fitness.
Creative
Niche Targeting
The OPVS rebrand drew inspiration from the company’s commitment to highly personalized fitness experiences in an exclusive, intimate setting. Warm colors and lifestyle visuals conveyed the tailored, welcoming environment. The branding aligned with OPVS’ differentiating focus on one-on-one expertise versus crowded, generic gyms.
Bespoke Touchpoints
Branded swag and environmental graphics extended the vibrant OPVS identity throughout the gym and neighborhood. Custom apparel, illustrated t-shirts, and wall graphics surrounded members to organically expand visibility.
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