Fighting FIIT Program Promotion

St.George Martial Arts Academy launched its fitness program, Fighting FIIT™ which was tailored to parents of the club's Taekwondo students and an exciting marketing campaign was required to promote the new program.

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Appealing to the more mature audience (30+ years) whose primary goal is to explore a convenient and effective way to exercise and develop a healthy lifestyle – all while the kids attend their Taekwondo classes. The brand identity, font, logo devices, look and feel of the new brand of fitness classes had to feel completely removed from the club's core brand of Martial Arts and promote the benefits of the program whilst simultaneously leverage the existing reputation of the club.

The Fighting FIIT™ brand was designed to sit underneath the primary SGMAA club brand identity and pose as a value-add fitness program available to the parents of the club's existing student base. By separating the brands out, it provided a vehicle to communicate with relevance to the student's parents and include them in their kid's Martial Arts journey!

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