The Wall Brand Platform for Flux Branding

THE WALL BRAND PLATFORM–R2

JULY 1 9, 201 6

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THE BRAND PLATFORM USE THIS BOOK AS

WHO YOU ARE. WHAT YOU DO. WHY IT MATTERS.

→ An internal guide to rally all employees behind a clearly articulated and inspiring vision.

The more deeply we understand who we are as a business, the more honest and authentic our marketing, communications and strategic direction become. Knowing our true purpose and how we wish to appear ultimately brings us into alignment, fostering positive change, growth and results.

→ A reviewing tool to help ensure the consistency and integrity of all produced content and communications.

This book was written to share the fundamental core of The Wall brand with you.

This brand platform serves as the foundation for all expressions of The Wall brand: identity, culture, messaging and creative collateral. Your brand platform should act as a blueprint—something you can use to build from and measure against.

→ A quick and easy reference for external creative and marketing teams. → A key that informs the visual language, style and tone of all collateral, as well as the tone and voice of all attendant copy.

→ A lighthouse to show the way in times of uncertainty.

THE FOUR ESSENTIAL ELEMENTS OF YOUR BRAND PLATFORM: Name & Tagline Brand Concept & Mission Brand Pillars Brand Beliefs

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“FOLLOW YOUR BLISS. THE UNIVERSE WILL OPEN DOORS WHERE BEFORE THERE WERE ONLY WALLS.” – Joseph Campbell

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OUR NAME

THE WALL BREAKTHROUGH FITNESS

WE ARE ALL RESTRICTED

BY PERCEIVED LIMITATIONS. THESE ARE OUR WALLS. We can break through these walls and achieve whatever we desire. Our name is The Wall because without recognizing limitations, there would be no motivation for growth, no desire to strive towards success, no need to reach our full potential. The Wall is a simple, bold metaphor that reminds us to seek what lies beyond these boundaries, to realize our unlimited potential and achieve meaningful results.

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OUR TAGLINE

BREAKTHROUGH FITNESS Bold. Original. Emotional. Our tagline makes a promise that our efforts impact more than how people sweat, we change how people live.

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BREAKTHROUGH

FITNESS

The Wall is a unique approach to fitness based on our revolutionary 123 Stack, the first combination of High Intensity Circuit Training (HICT) with indoor cycling (Spin). Our proprietary, anatomically aligned, low impact fitness regimen reduces injury while dramatically increasing stamina and strength.

Achievement and results are the ultimate reason we built The Wall. Our Digital Performance Platform provides a total tracking and access interface that interconnects customers with trainers for a personalized, integrated experience.

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“WHETHER YOU THINK YOU CAN OR YOU THINK YOU CAN’T, YOU’RE RIGHT.” – Henry Ford

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OUR CONCEPT

PHYSICAL, MENTAL & EMOTIONAL TRANSFORMATION The Wall empowers people to use their bodies to break down physical, mental and emotional walls to become their best self. We bring together the finest fitness experts in the industry to guide people through our high-tech, energetic workout experience that’s fun, motivating and rewarding.

An inspiring, hair-raising experience, The Wall is a progressive fitness facility that trains people to make quantum leaps collectively. Our modern, luxury fitness studio brings motivated people together for a complete, high-powered workout that boosts confidence, strength and stamina.

Our experienced trainers, intelligent methodology and individual attention are the real keys to success. We maintain exceptional service with personalized focus on setting clear fitness intentions. The Wall defies expectation.

It leaves all who it experience it wanting more.

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OUR MISSION

CHANGE THE WORLD, ONE BREAKTHROUGH AT A TIME. BREAKTHROUGH LIMITATIONS. Knocking down the walls that separate us from our desires provides a common dialogue for growth, expansion and joy. Bringing like-minded people together to generate a force bigger than their perceived limitations, The Wall propels people forward, resulting in personal success and exponential growth. We built The Wall so you can breakthrough.

BREAKTHROUGH SESSIONS. The first studio to combine High Intensity Circuit Training (HICT) with indoor cycling, every one of our signature sessions offers a complete workout experience. The Wall’s exclusive 123 Stack blends a highly curated, expertly choreographed combination of core activation, HICT and cardio spin. Our Fundamentals Sessions focus on agility, posture and safety. Our classes are appropriate for all levels from beginner to advanced.

BREAKTHROUGH LIVING. Beginning with ourselves, our staff and our clients, we contribute to a better, healthier world. Empowering people to free themselves facilitates growth and positive change.

Always on a first name basis, our clients are guided to make profound changes with empathy, support and inspiration. By setting breakthrough intentions and tracking results, The Wall effectively connects people to their innate desire to be better.

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“RECOGNIZE NO BARRIERS. JUMP, LEAP, PENETRATE WALLS TO ARRIVE AT YOUR DESTINATION, FULL OF HOPE.” – Maya Angelou

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BRAND PILLARS These Pillars are the most important attributes of our brand and business. Collectively, these pillars support the foundation for stable communications through common understanding of 5 key concepts that form the fabric of how The Wall stands.

PERSONAL CONNECTION forges long-term relationships

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123 STACK is smarter, safer and more effective

LUXURY PERKS deliver big returns

PEOPLE are our most important asset

AMAZING DESIGN attracts the right crowd

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PILLAR 1

PERSONAL CONNECTION More than just a workout, The Wall is a place for people to connect and create physical, mental and emotional breakthroughs. The Wall’s Digital Performance Platform is our integrated proprietary technology that seamlessly provides access to a powerful, personalized fitness experience.

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BOOKING Online reservations, trainer search, station selection and more.

COMMUNICATION Keep in touch with instructors to stay on track.

PROFILE

Personal information, photos, friends and groups.

RESULTS

INTENTIONS

Get stats and download playlists.

Set session breakthrough goals.

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PILLAR 2

123 STACK Featuring state-of-the-art equipment, digital technology and knowledgeable trainers, each heart-pumping 123 Stack session leverages our signature fitness combination for an ultraeffective and ultra-safe workout that delivers fast results. Our trainers develop unique expressions by modifying stack activities and durations to maintain a variety of session styles that appeal to different customer preferences.

123 Stack was developed by celebrity fitness guru Jason Wimberly to provide an anatomically aligned, low impact fitness regimen that reduces injury while dramatically increasing stamina and strength. All levels are welcome in any session, from first-timer to regular, enabling total access for anyone ready to meet the challenge. A basic Fundamentals Session is also offered that focuses on understanding the 123 Stack for deeper, more powerful breakthrough experiences.

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MODULE

10 MINUTE CORE ACTIVATION Without adequate core strength, the body is unable to support the demands of high intensity fitness training. This stack builds core strength with a unique “no-situps� approach that is more effective and faster than traditional training techniques.

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20 MINUTE HIGH INTENSITY CIRCUIT TRAINING The fundamental sculpting of the body results from specific exercise movements loaded with additional resistance from increased applied weight. To reduce time and improve results, our HICT facility features fast-grab adjustable free weights and equipment logically oriented for smooth circuit movement.

MODULE

30 MINUTE CARDIO SPIN Driving increased metabolic rate maintains increased overall energy processing in the body, allowing it to perform optimally.

This stack introduces a high-energy cardio workout combined with visual and audio stimulation to produce an exceptional experience that completes the session.

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PILLAR 3 TOWEL SERVICE

LUXURY PERKS A high-end, social fitness studio, The Wall showers customers with plenty of extras to elevate the experience beyond ordinary.

An essential element that’s often overlooked, The Wall provides complimentary clean towels to eliminate the hassle.

SHOE RENTAL No clips, no problem. High quality cycling shoes are available simply by requesting them in advance.

OPTIMIZED HYDRATION Clean, pure water flows freely from filtered sources that quickly refill your container. Forgot yours? Grab another in our shop.

SELFIE STATION Prove your breakthrough while you track your physical transformation.

JUICE BAR Fresh, healthy, cold-pressed creations are delivered daily. Protein smoothies satisfy the body’s need for sustenance when needed.

VALET PARKING Curbside vehicle drop simplifies arrival and maximizes time for your breakthrough.

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PILLAR 4

PEOPLE The Wall is led by mastermind celebrity fitness guru Jason Wimberly. Having taught over 5,000 classes, he is an icon in the industry with extensive education in physiology, strength training and indoor cycling. His methodology and personality forms the basis for our staff trainer screening criteria, and 123 Stack curriculum.

All of our hand-picked fitness experts deliver the most powerful workout experience imaginable, but it takes more than that to train at The Wall: attitude, charisma and experience are the true qualifications that matter most.

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PILLAR 5 SPACE 3

THE VAULT

THE STUDIO The Wall is an architecturally significant designer environment that emotionally connects with customers at first sight. Every visual detail is an expression of our philosophy to optimize a brand imprint with each visit. With a distinctly masculine aesthetic that’s neither military nor meathead, our studio attracts the people who are most likely to achieve success and form long-term affinity for the brand.

Locations are designed to facilitate the 123 Stack and lead customers through an active journey in three distinct spaces.

SPACE 2

THE CORE

A full-tilt party on a bike, The Wall’s cardio spin room combines mindblowing technology and heart-pumping music into a hair-raising experience like no other.

The Wall’s HICT room features state-of-the-art equipment, perfectly aligned for well choreographed intervals.

SPACE 1

THE PORTAL The place to check in, gear up, hangout and wind down, our social space offers a fresh juice bar, selfie station and plenty of face time with instructors.

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OUR BELIEFS

THE WALL HAS A SET OF UNSHAKABLE BELIEFS. THEY COME FROM OUR CORE.

Mindfulness enhances the connection between mind and body.

What we focus on expands.

Focus on the positive.

Anything is possible when we breakthrough our walls.

Everyone has a wall.

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A back to basics approach is the foundation of personal power.

“STAND UP. BUILD A CURRENT OF ENERGY AND DARING THAT CAN SWEEP DOWN THE MIGHTIEST WALLS OF OPPRESSION AND RESISTANCE” – Robert Kennedy

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Thank YOU

1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer jamie@fluxbranding.com

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