Background
With the Crossfit craze in full swing, everyone everywhere was on the hunt for practical movement-based workouts.

Gym and fitness equipment design giants Technogym developed a new range of products catering to functional sports applications to cater to this emerging demographic. It was equipment designed for people who love sports but aren’t so keen on gyms.

They called it Skill Athletic.

From brand pillars to assets

Technogym needed to get the word out with a cohesive look and feel that could flex across a range of assets.  We began by setting out the brand pillars - power, agility, speed and stamina - to create a framework for assets over a range of media. These helped define a contemporary aesthetic for the products.

Advertising campaign
Strategically, the idea was to show people who are into sports how these gym-based products could help them improve their performance. We developed a range of assets depicting the Technogym products with their relevant sports.

Our campaign was a mixture of out-of-home billboards, double-page magazine spreads and digital banners. We also developed postcards with information about competitions, Skill Athletic products and classes.

Social media

We also ran a targeted social media campaign using influencers to issue challenges built on the brand pillars.  Using specially-developed armbands that measured power, agility, speed and stamina, users could compete against other Technogym gyms.

Dressing the gyms and merchandising
We kitted out each gym with print billboards and branded colours, giving each space a distinct Technogym flavour. We created large-scale vinyl applications and posters for aspirational messaging and inspiring imagery, again with a focus on the functional application of each exercise. 

On top of the in-gym installations, we also created a range of branded t-shirts, pens, bags, towels and drink bottles for members to spread awareness of the brand.

Designing the app
Working with our dev team, we developed and produced a digital app for Skill Athletic based on the four pillars - power, agility, speed and stamina.

The app gave users personalised workout plans and allowed them to track their progress, complete with a range of supporting icons.