Brush Park Gymnasium is the startup of Adrianne Farrell who realized that almost all gyms aren’t geared toward families and high quality fitness and there was a market need for a new experience. Brush Park is a safe, efficient, and authentic place for families and neighbors to come together to learn how to be health and active together the expert guidance. Opening in 2020, we helped Brush Park identify their market needs to define their experience and physical location, brand the gym, and design message their new website while they build the business and launch.
Brush Park had a vision of a place where families can come to have fun, workout together, and develop ways to be healthier together. This gym needed to be a place where families felt comfortable, and also could get a high quality workout with expert trainers. To help refine and validate this idea, we did market research to determine a need, and what kind of need existed. This research helped inform not only if their business needed to exist, but where, how it would be designed, and how to message it. Among other things, we created a survey for location characteristics guided by the customer journey. This helped Adrianne find the perfect space in the perfect location.
After fully understanding the business, market, and future business, we developed an identity to communicate their brand. We began with a series of collaborative mapping activities, helping Brush Park deepen their understanding of the audiences they serve, their relationships with other organizations, and their brand experience. Through this hands-on and inclusive work, we were able to position the organization in a way that was meaningful and relevant not only to them but to their stakeholders.
Our design research included analyzing the visual language of their competitive environment. Where else were families spending time? Would we reach people already working out or people looking to start? What kind of community did we want to build? How should it feel?
We landed with a vintage-inspired typographic logo and supporting colors, uses, and symbols
Brush Park chose to build their new website with an Immersive Process, a four-day web build process that combines design, writing, SEO, and development. It’s an intense and collaborative process that minimizes risk and prioritizes output.
In that session, we designed how to tell their brand story, to differentiate and position them for the future, and to encourage people to sign up for updates, since their physical space would take at least a year secure and build. So we built this site to introduce the brand, and we built a number of controls they could turn on later for class and event registration.
Brush Park commissioned stellar photography from Lori Sapio for marketing. We filmed during the photo sessions and created an intro video and B roll for their homepage background video.
In addition, we helped Adrianne produce her own Instagram video story content to speak directly to her new audience. Rather than hire us to do her video, we showed her how a small equipment investment, a little strategy, and few technical pointers could make it easy and even fun to do herself!