the barre3 Brand
By the spring of 2018…
Barre3 was 10 years old, had 130 studios nation wide, a thriving base of online subscribers and branding that hadn’t grown with the rest of the company. It was time for an overhaul, and so we began the task of re-inventing a brand that was bursting with potential.
The core values of the company had not changed, and in fact had only grown stronger, so we used them as the DNA from which we began creating. This brand overhaul included tagline, mission, vision, company and class description, photography philosophy, color palate, typography guidelines and a refined brand strategy.
The goal for us was clear, represent the brand with real bodies, that are strong and show our challenging workout, and do it beautifully with language that was disruptive and meant something to us.
Barre3 had long been something you had to experience to understand, but we desperately needed working language to tell a new or potential client what barre3 was about, a quick elevator pitch that gives you the essence. In partnership with the brand strategist Amy Swift we came up with this:
Barre3 is a full-body workout designed with our signature approach of sustained holds, micro-movements, and cardio bursts that will leave you feeling balanced in body and empowered from within.
From this work we developed a brand book, and a strategy to deliver it to our owners and train them on it, empowering them to be the best brand ambassadors in their corners of the country as possible.
