POWER PRESS

Analytics indicate a 60% female - 40% male audience split, however, the brand had initially been positioned as a predominantly masculine product.

Dated photography and renders previously utilized were also indicative of gym environments, where the product’s residing USP highlights its easy-to-assemble functionality best fit for home workouts and exercise on-the-go.

The brand refresh objectives stand to align brand expression and purchase proposition with key audience interests. To achieve this we changed the heavy black tonality to an approachable grey hue, incorporating accents of CMYK colors from the board design itself to punctuate callouts.

A brand lifestyle content production was curated incorporating both male and female models of diverse ethnicities, to more accurately mirror key audiences fueling engagement and more rapid conversion.