JERSEY STRONG
Role: Lead Strategist
Brand Strategy
Naming
Environmental Brand Messaging
Jersey Strong, formerly Work Out World, is a successful chain of gyms across the northern Jersey shore. With a dedicated tribe of brand loyalist the brand was looking for a new name, strategy and visual identity to demonstrate the loyalty, determination and boldness of the Jersey spirit. I lead the brand strategy, naming, and brand messaging on this project.
BRAND STRATEGY + NAMING
To understand and reposition this chain of gyms, quantitative and qualitative research was conducted with members of the gym as well as community members living in communities on the Northern Jersey Shore. After a positioning workshop with the client, the brand positioning was established to support the pride, dedication and spirit of the Jersey community. With the brand positioning established it was clear that the name Jersey Strong, which the organization already had rights to as the name of their philanthropic arm, was a natural fit for the entire organization. It represented and elevated the pride and loyalty gym members had for both the gym and their community.
ENVIRONMENTAL BRAND MESSAGING
To enhance the gym experience environmental graphics were created with brand messaging that elevated both the new name as well as the loyalty and pride gym members had in their Jersey community.
EXCERPT FROM BRAND NARRATIVE
“We are born and bred and proud to call Jersey home. No matter what your hometown or exit number is—we stand with you. When the fight get tough, we fight tougher. ”
