Having introduced Crossfit to Hamburg in 2013, CrossFit Sankt Pauli knew its trailblazer persona needed to rejuvenate its position. From being a purely crossfit gym, they moved into the holistic space of functional full-body training with nutritional advisory and a special attention to well-being. Enter - Sankt Pauli Athletik. They were also moving to a brand new location and had no website. The challenge was to encapsulate the new positioning into a clean and distinct user experience that strengthened the brand image and conveyed their expertise.
The brand’s visual brand identity has strong elements that invoked strong associations but the overall digital experience on social media was lacking cohesion and consistency. We needed to transform the brand image to express the new services without losing key brand associations. With the website, we had a blank canvas to carve out and drive home a powerful and precise positioning message. We arrived at a 2 fold strategy to communicate brand repositioning through:
We kept some key elements, such as the anchor from CFSP's original logo to pay homage to our heritage and strengthen customer association with their brand. The typography was selected to convey the new and improved image and the wording was changed to reflect the new name Sankt Pauli Athletik.
SUCH A TEASE
To get users excited about the new location and website happening at SPA, we dropped hints throughout a teaser campaign that was launched on their Instagram page while also introducing them to new look and core offerings of SPA. We counted down the days, weeks and months until opening on a weekly basis to keep users engaged and curious about the new updates. The user’s teaser journey was continued onto the new website where they could only view a countdown timer until opening day.
The launch campaign went live a week before launch and we introduced the upcoming training and advisory schedules while emphasising on the new holistic approach towards fitness. We introduced the new location and opening date to build excitement for the launch event. The content was tailored to re-introduce the team and their specialities, brand values and purpose to bring home the new positioning message.
THE JOURNEY AHEAD
SPA wanted to be able to create content for their Instagram on the fly. We facilitated this by creating a brand plug and play framework for their page to maintain overall cohesion and consistency for their future posts. No matter the content, the context was focussed towards the new positioning.
The result was an 80% increase in brand awareness on their social channels.
The new website was designed to be simple and powerful in visual and UI appeal. We re-introduced SPA’s new identity and service focus in a parallax frame with strategically placed calls-to-action. Users could quickly view training and advisory schedules and book their classes conveniently from the homepage. Listed merchandise was easily viewable for purchase and contact information with support touch points were made accessible.
We were able to generate a 25% increase in member acquisitions through the launch campaigns and the new and improved website.