As a number of small, niche gyms cropped up in the Evanston area, fewer students were making use of the Northwestern FitRec Fitness facilities. NU FitRec contacted Plan B to help them define a unique, ownable and compelling brand positioning to differentiate NU FitRec from the competition and deliver a cohesive brand identity to bring that positioning to life.
Building on a solid foundation of in-person interviews, Plan B identified three key targets, defined value propositions for all three groups, and created a Core Positioning Platform that would guide branding across all mediums.
With construction underway on the Henry Crown Sports Pavilion, the perfect opportunity was presented to launch the refreshed brand with an updated logo, tagline, environmental graphics, print ads and a redesigned fully-responsive website.
Lastly, to encourage increased use of the facilities, Plan B implemented a new operations management system on the website to allow students and faculty to "explore their roar" by researching the wide variety programs and activities available to them, purchasing memberships and enrolling in fitness classes online.