LOVE THE SPOKEN WORD

A Quintessentially London Fitness Brand with a Nordic Twist

NORDIC BALANCE

Nordic Balance is a premium private health club and gym in St James, London. When you walk into the gym, you are transported into a hidden oasis of calm. The existing branding and website were out of keeping with the sophistication of their training programmes and the thriving global fitness community on social. The challenge was to engage with the social media fitness landscape while presenting a respectable appearance, in keeping with the gym’s clientele.

We built a brand that engages with modern fitness values, head-on

With an increased interest in body transformation on social at the time, people were becoming increasingly comfortable talking about their bodies and discussing their transformation goals in great detail. Through social listening we found that “body change” was the single biggest driver of conversation in the intended target audience. This lead us to embrace the outcome and results that people were looking for, and in through photography and writing, show the transformation that is possible with the Nordic Balance fitness system.

A more approachable brand

The task was sizeable and included a comprehensive, fully responsive site redesign and UX overhaul to prepare for a rewrite of all their content and addition of new photography and application of the new brand identity. We moved Nordic Balance away from a company-centric content structure towards a customer lifestyle benefits-led experience that brought “body change” to life. We also streamlined the conversion funnel by designing a needs-based navigational structure.

Sparing but intentional use of blue

Throughout the application of the brand you see a confident but clean application brand blue to enhance the premium nature of their offering and a location steeped in prestige. We balanced this with sparing use of white and black to give the brand space to breath, enhancing the confident nature of the brand mark.

A way of living

The name Nordic Balance is derived from a Nordic approach to fitness that looks at the whole person and lifestyle, not just what happens in the gym. We gave Nordic Balance the “a way of living” brand sign-off that starts to make sense of their core philosophy and helps clients adopt their fitness system.

The Portland stone lends a London feel

The Portland stone visible in the surrounding area became a signature visual cue for the brand. We commissioned new photography designed to capture that quintessentially London look while at the same time convey a sense of place that positions Nordic Balance apart from nearby competition.

Credits / Studio: Freelance / Role: Creative Direction / Photography: Josh Exell

Select clients

• Burberry
  
• Meta
• Speedo
• Gousto
• Tommee Tippee
  

Key experience

• Popeyes pitch win
• Nike global TV campaign
• Logitech TikTok, Instagram & Facebook Influencer Campaign in 22 Countries
• Vodafone Global Digital Brand Identity System & Guidelines
• Bloomberg YouTube Serialised Editorial Content

Select studios

• AKQA
  
• Grey
  
• Leo Burnett
  
• Manifest
• Ogilvy
  
• Publicis Sapient
• The New York Times
• We Are Social
  

Topics

Resources

• Adopting Midjourney in Your Creative Process – I Used AI to Become Even More Creative (and You Can Too)
• The AI Cat is Out of the Bag: Navigating the Ethics of Generative AI
• Getting started with Midjourney
• Breeze through your writing tasks with ChatGPT

Tools

• Live Customer Persona coming soon
• Better Describe for Midjourney coming soon

Let’s collaborate

• Creative Direction & Leadership
• AI Prompt Engineering
  
• Speaking
• Awards Judging
  

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