Project Overview
The City of Sydney is a Local Government Authority, which operates five truly beautiful and world-class pools, with attached fitness centres: Boy Charlton, Ian Thorpe, Victoria Park, Cook & Philip, and Prince Alfred Park. Previously, each facility sold their memberships independently and being a member of one did not provide members with access to any of the other facilities run by the City of Sydney. The opportunity for the City of Sydney was to create cross-facility membership offers that compete with other gyms with multiple locations (like local market leaders, Fitness First), as well as group training ‘bootcamps’. In a sense, there was an opportunity to create a ‘club’, brought to Sydney-siders by the City of Sydney. Membership to this ‘club’ could offer access to all of the pools, gyms facilities, classes, crèches and so on, at each of the facilities run by the City of Sydney.
Project Commissioner
Project Creator
Team
Executive Creative: Director Vince Frost
Creative Director: Anthony Donovan
Design Director: Benjamin Hennessy
Senior Account: Director Charlotte Brady
Head of Creative Design: Steve Howlett (City of Sydney)
Designer: José Rodriguez (City of Sydney)
Designer: Sarah Beresford (City of Sydney)
Retoucher: Ian Maclachlan (City fo Sydney)
Project Brief
Frost* Design, part of Frost*collective, was engaged to develop the brand for the club membership, including application of the brand across a suite of consumer touch points and communications material with a focus on two key business objectives.
1. Awareness of the new membership offer
2. Through awareness and the existing membership base at each facility, create an alluring brand that would engage the Sydney community and ultimately make this membership program the number one option for fitness in the city
Project Innovation/Need
Frost* Design worked closely with the client to seamlessly integrate communication of the new product offerings for cross facility membership through the use of visually arresting posters, which championed the product within the design.
Design Challenge
The posters were created as the first stage of awareness for the new membership. They were intended to introduce the membership to the market and were the first time the new brand had been seen outside of the pools. The challenge facing Frost* Design was to bring this offering to the wider community and communicate the diverse offering of activities within these facilities. The idea behind the execution was to hero the membership name “360” to create interest. As a part of the brand system, Frost* Design and the City of Sydney also created a suite of “3D models” for hero imagery. These images were designed to show the diverse offering of activities within the facilities (pools, gyms and classes - represented respectively by a swimmer, an athlete and a yogi) and the finishing of the models was used to demonstrate the heroic / emotive and inspiring tone of the brand.
Effectiveness
The brand clearly resonates with people and the overall response and feedback has been positive. Given the limited resources of the client, the strong creative has clearly helped 360 to punch well above its weight and position the brand as something people want to be a part of.
The design has created an aspirational brand that has contributed to its appeal and success and to date, 360card.com.au has had 3029 visitors of which 2278 subscribed for more info by giving sharing their personal details with the client proving to be a strong result for such a limited marketing campaign.
Tags
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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