LET’S GET
MOVING.
TABLE OF CONTENTS
Meet The movers
6
the warmup
8
Stretch it out
14
Who’s Got The Moves?
30
What Moves You?
36
The Cool Down
42
Table of Contents | 4
THE MOVERS
Copywriter
Art director
Emily Brannan
Digital strategist
Sally Frost
Sara Piche
Photographer Account executive Lilli Boren
Project manager
Kathryn Ann Waller
Roseann Chi
PR Specialist Leah Greenberg
Meet the Movers | 6
THE WARMUP
Background How did the Nimbl movement begin and where is it headed?
The Warmup | 8
EXECUTIVE SUMMARY History New to the Athens scene, Nimbl has made an entrance as a movement and performance space dedicated to creating an atmosphere that allows for the creativity, exploration, and unique expression of its clients. From pilates classes, to interpretive dance performances, to out of the ordinary performaces, Nimbl is ready to offer Athens locals ways to move like never before. Unlike many of its competitors, they are not fitness centered. Rather, they are committed to the overall wellness of each person that walks through their door, and have fresh ideas on how to make that goal of wellness a new reality. Aside from its completely unique, nontraditional vibe, Nimbl stands out in having achieved an atmosphere of acceptance. Since Day One, its founders have worked to cultivate a culture where each person is valued for what they bring to the table, and free to express and explore.
Challenge Athens is full of funky people ready to express themselves. Nimbl meets that need. So where was the disconnect? What we found was a lack of clear purpose on their website, and a lack of cohesion between and within social platforms. This lead to general confusion among the target audience, keeping them from taking the leap with Nimbl. Our challenge was to raise brand awareness in the community and give Nimbl its voice so people could see that this place was exactly what they were missing.
Strategy Our strategy was to tie together all the loose strings and show the Athens community that Nimbl should be a top choice for them. Based on the insight that confusion was a key factor in keeping people from investing with this brand, we centered our efforts around creating a clean, clear and cohesive look and message. This looked like using bright photography and stylistic graphics that captured the dynamic and expressive environment found within the studio. Building on this foundation, we pitched ideas that would further create brand awareness and show Nimbl off for all it had to offer.
9 | The Warmup
The Warmup | 10
SWOT ANALYSIS Strengths The studio has a diverse range of classes unique to Nimbl. Not only do they offer classes where clients are encouraged to learn and participate, but they also put on performances showcasing local talent and passion. Another strength is that Nimbl caters to every individual, regardless of age, experience or ability. Classes are designed to meet each person where they are at. It’s praised aspect is its all-inclusive environment; a completely judgement free zone that eliminates comparison and competition amongst participants.
Weaknesses First and foremost, there is an overall weak brand image. This translates into its social media presence and lack of understanding on how to schedule posts to position the brand against its competitors. There is no organization, and current posts have no relevance to the brand image. Though the co-founders have big goals to use the studio as an event space, a performance space and more, the biggest weakness may be that there isn’t enough focus branding the studio as a place for movement. Aside from internal weaknesses, Nimbl may be at a disadvantage for college-aged kids because of its difficult-to-find location.
Opportunities The Nimbl space is new and clean which lends itself to being a great place to rent out. Opposite of a local brewery and with connections to the restaurant, “Clocked,” Nimbl is set with potential to create strong community ties and tap into those partnership to create brand awareness. The community network in which it lives is the perfect place to promote the brand.
Threats With the saturation of yoga and pilates studios in Athens, Nimbl is at a disadvantage when it comes to finding customers who will visit and stay loyal. Those who have been attending the same yoga/pilates studios will not feel a need to switch studios if they feel their current studio is giving them everything they believe Nimbl offers.
11 | The Warmup
The Warmup | 12
STRETCH IT OUT
The Rebrand How can we identify the Nimbl brand and bring it to life?
Stretch It Out | 14
OLD IDENTITY
MOOD BOARD
When we first met Nimbl, this was their brand identity. Although it was clear that there was intention and meaning behind these choices, it wasn’t until we spoke with the founders that we were able to see exactly what that meaning was. They wanted to convey inviting warmth, introspection, and movement. Our goal was to give them a rebranding that kept these elements, while presenting them in a way that could be easily understood by members of their target audience. This started with a deconstruction of the original branding into mood board. Here we were able to form building blocks that captured the essence of Nimbl. This array of images served as a starting point from which we were able to launch their new identity.
15 | Stretch It Out
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NEW IDENTITY We needed a clear voice for Nimbl to define their brand identity, and what better place to look than its owners themselves? We were inspired by Maryn, one of Nimbl’s owners, to create this voice for the brand: Nimbl embodies all that is Athens-weird, and embraces it fully. she is unconventional, but not in a way that would push you away. Rather, she’s inviting and encouraging; she embraces who you are and encourages the potential of who you could be. More than anything, she wants to be a space for you to let your walls down, and freely explore & express who you are. Her hope is that through outward movement, you’ll gain inward understanding. With this voice and our mood board to guide us, we rebranded Nimbl with a more streamlined look while staying true to their warm color palette and the feeling of movement in their logo. We also added some graphics and fonts for Nimbl to use across all their media platforms and merchandise.
17 | Stretch It Out
HEADLINES Fira Sans
charcoal
SUBHEADS
PERMANENT MARKER chalk
Body Copy Quiroh Light heat
Stretch It Out | 18
NEW IDENTITY
Website Originally, the Nimbl website was incomplete and “under construction,” as stated on the website. It had tab bars for all the potential sections such as schedule, about, sign up for classes, etc. However, these tab bars did not link to separate pages, as it was an “under construction website.” The website needed to undergo an entire re-design. By using HTML/CSS coding to redo the theme, a cohesive, scrolling page was created. This included a minimalistic homepage, displaying one a large, high-quality photo paired with the nimbl logo, which flowed into an about page. Following this you would find a section for class descriptions and easy to sign up links to said classes. Overall, this achieved a clean, sleek and organized site for the customer. This was done to capture the brand identity of Nimbl, while also creating a more user-friendly experience, making sign-ups at Nimbl easier.
19 | Stretch It Out
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NEW IDENTITY
Social MEDIA & Merchandise We showcased Nimbl’s new brand identity by designed some social media advertisements and story posts that Nimbl could use to promote their Parents’ Night Out events, where they teach kids dance classes in the evenings for parents to have a night to themselves. Also, we put the new brand identity to use on merchandise by designing a pattern out of Nimbl’s new graphics.
21 | Stretch It Out
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PHOTOGRAPHY
Nimbl’s studio atmosphere is open and inviting. To create photography that was reflective of this, we devised a twopronged approach. First, we worked to capture moments of the laughter, dancing, and expression that came as a direct result of the welcoming environment Nimbl’s members are surrounded by. The second element was the use of light and airy edits to display the openness of their space. We believe this approach will convey brand identity to the target audience by capturing not only the space itself, but the intangible freeness and comfortability found at the Nimbl’s core.
23 | Stretch It Out
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PHOTOGRAPHY
25 | Stretch It Out
Stretch It Out | 26
PHOTOGRAPHY
27 | Stretch It Out
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WHO’S GOT THE MOVES?
Narrowing the target With so much to offer at Nimbl from classes to events to performances, who is their target audience and how can we reach them effectively?
Who’s Got The Moves? | 30
CREATIVE BRIEF
TARGET AUDIENCE | KIDS CLASSES
Key Fact Unlike other studios in the area, Nimbl has a unique selling proposition: No judgement. You are free to be completely you at Nimbl, who you are on the inside and the outside. No matter how old you are or where you come from, you are welcome to express yourself through movement!
Joan & Stone
Problem
Parents with young children Ages 25-44 Live in Athens Time sparse Believe in wholesome activities for their children
Nimbl lacks a clear brand identity across social media platforms to successfully connect with their target audience.
Communication objective To promote brand awareness by increasing the amount of followers of Nimbl’s social media platforms, therefore increasing interaction between consumers and the brand on these platforms.
Promise Nimbl a safe space for you to enoy dancing, pilates and other forms of movement through classes and performances.
Support Nimbl offers classes for all ages and a variety of events for consumers to express themselves freely.
Tone
Meet Joan and Stone, the proud parents of 5 and 7 year-old, Sage and Rosemary. They just moved to Normal Town and are excited to look for ways for their family to get involved in the neighborhood. Both of their young tots are doing great adjusting to their new school, but they are concerned that after sitting for 8 hours in a classroom, they are not getting the time or space they need to play, move around and be a kid! They’re looking for a pace that will offer a balance of structure and flexibility. Plus, they would love to get away for a night knowing that Sage and Rosemary are learning fun activities and encouraged to be themselves!
Genuine, supportive and encouraging copy. Black and white visuals with pops of orange color; chalk and watercolor textures.
31 | Who’s Got The Moves?
Who’s Got The Moves? | 32
TARGET AUDIENCE | ADULT CLASSES
Nimothy Black No set gender Ages 20-60 Health of mind motivated Wants to connect with inner self Meet Nimothy Black, NimBl for short. Nimothy enjoys oversharing her natural home remedies to strangers who sneeze, saying “mood” to any given context and dying her hair to match her deepest feeling that week. She’s all about the road to self discovery, like, she took the long version of the enneagram test AND bought the book, so you know she’s for real. Her parents, Mother Nature and Trader Joe, enrolled her in dance class when she was just a little kid, and she’s been moving to the beat ever since; she has truly found that outward movement and expression has best helped her understand her soul.
33 | Who’s Got The Moves?
TARGET AUDIENCE | EVENTS & PERFORMANCES
Clayton Dougherty Lives in Athens All age groups Enjoys unique creative space and new ideas Meet Clayton Dougherty. Clayton is all about all things Athens. He loves its sense of community and all of the local events that work to bring people together. While he is very loyal to the small businesses he has grown ties with, he tries his best to find ways to connect with a new Athens establishment every month to have new experiences and meet new people. He graduated with a degree in Music Appreciation and has an eye for good content. He sees beauty in movement and stories in dance. Catch him in the front row at any performance he attends.
Who’s Got The Moves? | 34
WHAT MOVES YOU?
The Campaign This campaign is a push to bring Nimbl to the people. It shows exactly who they are, what they have to offer, and how individuals can see themselves fitting in to Nimbl’s bigger picture. The premise is simple, Nimbl wants to ask, “What Moves You?” The idea is to get people thinking about what moves them, whether that be culture, friends, hobbies, interests, or anything else that could possibly inspire a person. This fun and interactive play on words is the perfect taste of who Nimbl is; a company looking to help you move from the inside and out.
What Moves You? | 36
OWNED SOCIAL MEDIA
SOCIAL MEDIA ADS
Meet The Movers “Meet the Movers” will be profile pieces identifying the teachers at Nimbl and interviewing them with the question “What Moves You?” AKA, what inspires them to express themselves at Nimbl through dance or pilates, or how they feel when they get to express themselves through free movement in the space. These pieces will be featured as posts and stories on Nimbl’s owned Facebook and Instagram to give their target audience an easy way to connect with the owners of Nimbl on a deeper level than most brands can reach.
37 | What Moves You?
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INTERACTIVE ADS
Print & Digital Flyers inviting consumers to express what moves them will be posted up around Athens to generate buzz around the Nimbl brand. A digital version will also be released on Nimbl’s owned social media platform stories that consumers can screenshot and repost. Responses from all ages will be collected and displayed at Nimbl and shared on Nimbl’s socil media.
PUBLIC RELATIONS What Moves You Wall Nimbl will host a “What Moves You?” event advertised in local Athens media: The Flagpole, Athens Area Parent Magazine, Athens Magazine, Athena Magazine and @my_athens. Locals will be invited to answer what moves them on a giant chalk board installation at Nimbl. The event will celebrate the uniqueness of Athens, with dance and musical performances from locals. Guests will be encouraged to expand their horizons by meeting new people at the event and learning new ways to move.
Merchandise & Music Guests of “What Moves You?” will be encouraged in the advertising prior to the event to add their favorite music to a “New Movement” Spotify playlist to be played at the event. Also, customizable merchandise will be sold at the event that guests can draw on however they please. This new music and art will encourage Nimbl’s guests to expand their horizons and step out of their box at the event.
39 | What Moves You?
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THE COOL DOWN
Future Recommendations We recommend that Nimbl continue to stay present on social media in a clean, easy to use format. Nimbl should consider narrowing down their target audience to a specific, attainable market segment. We also recommend that Nimbl develop concrete goals for the studio space versus focusing on events since they lack an event license.
The Cool Down | 42