"H.I. understood the brand I needed to become and helped lead me out of a crisis situation." – Robin Bray
Robin Bray's FitnessBarre: Reshaping a business for the digital world.
FitnessBarre founder Robin Bray was building a second studio for her expanding business when the pandemic hit. Not only did building stop, but business stopped. To survive, Robin needed to pivot to a completely livestream-based business. And to stand out, she needed to translate her studio’s unique culture to the digital world, requiring a total brand makeover.
H.I.’s strategy elevated the "Robin Bray" name to create authority, personality, and influencer status. We designed a new logo and color palette. We also redesigned and rewrote her website to articulate and bring meaning to Robin and her team’s authentic voice.
Then, we created a low-budget, high-impact advertising campaign that broke fitness industry conventions. Built on the core idea of “Bray’s Anatomy,”the integrated campaign launched on Facebook, Instagram, digital fitness media, and blogs. Influencer outreach, ambassador development, and PR were also included.
Branded templates brought cohesion to all communications including organic social media, emails, database marketing, and teacher scripts. We even designed workout attire for Robin and her teachers to create consistent branding for their livestream classes and social media posts.
New classes, guest teachers, and special events like “Barre to Bar” (virtual cocktails after Friday evening workouts), and team-teaching events like “Round Robin” enhanced the brand experience, interactivity, and sense of community that had always been an important brand equity.
Within weeks of launch, the campaign is shaping up well. Website visits increased over 3600% while impressions increased over 12,000%.