Bootcamp Pilates is a pioneer of Dynamic Reformer Pilates – a revolutionary workout that they introduced to London from the USA.
The client briefed us to deliver a brand strategy that communicated their key messages efficiently and clearly, alongside a new identity and a responsive website that both differentiated them from the competition and was easier for their clients to use.
Following an extensive brand audit, we agreed to keep some of the historic elements that had retained the most equity; camouflage in some form, the colour palette and the use of the more utilitarian upper-case typography.
We were aware that the word ‘Bootcamp’ evoked images of harsh, scary sergeant major types, so to try and soften that and the military overtones of the existing camouflage we suggested looking at Norman Wilkinson’s dazzle patterns that were originally devised to disguise ships in World War I.
The result was a bespoke dazzle camouflage that can be easily implemented across any number of applications; everything from business cards and signage to uniforms and furniture. The striking and unique pattern will be used as a fundamental and integral part of the identity and even features in their own dazzle ‘B’ logo.
Our research showed that Bootcamp Pilates aim to dazzle, energise and challenge their clients, not scare them into submission. Above all, they want to inspire people – whoever they are and whatever their goals – to be the best that they can be. That observation formed the basis for the strategic direction of taking the ‘B’ for Bootcamp and aligning it with the verb ‘Be’ as a fundamental part of the brand proposition and the brand story – a great invitation and a campaignable rallying cry to be the best. The concept of replacing the verb with the logo was woven through their communications and manifested itself in a series of brand statements such as B fit, B invigorated and B focused to provide the Bootcamp brand with a distinct tone of voice.
The new identity and photographic language is currently being rolled out across studio interiors and member communications.
What we did
Brand strategy / Brand identity / Brand communications: Interiors / Website / Electronic presentations / Animation / Advertising / Signage / Brochures
“The Joneses always deliver above and beyond. Their solution exceeded our expectations and our members love our evolved look.”Elliot Lake – General Manager