As a manufacturer of indoor rowing machines and upper body ergometers we made it our mission to get to the heart of what made these fitness products so unique and the company such a credible fitness brand manufacturer worldwide. As important as the graphical elements of their brand redesign was, it was their key positioning statements and global fitness brand strategy that became our focus. This is where we started the brand reinvention – redefining the way in which they described themselves and their approach to innovation.
“Fitness products inspired by real life” was quickly adopted as their new company strapline along with others including “Your motivation drives our innovation” and “Experience the difference.” The brand’s visual identity needed to support existing product lines as well as override outdated designs of competitors in the indoor rowing machine market. We achieved this goal by maintaining some elements of the old logo and reinventing the brand strategy with a clean and modern interpretation with flexible design layouts, appealing brand typography and active hero imagery.
Since the reinvention of the fluid innovation fitness brand strategy, FDF has engaged us to launch their new website, support exhibition design and construction, manage global communications and digital strategy as well as support all reseller marketing requirements. Skye Gilligan Consulting’s marketing team is proud to act as a strategic advisor on almost every aspect of FDF’s ongoing global marketing strategy.