Creative copywriter
The challenge

Xtend Barre rebrand

The challenge

The challenge

American-born fitness studio Xtend Barre just didn’t wash with an Aussie audience.

The brand needed a culture shock: a redefined proposition, strapline, tone of voice and values for an entirely new audience.

The big idea

The big idea

I ditched American sparkle to create a powerful brand for strong Aussie women. In a sentence: the beauty of barre with the burn of a full-body workout, all underpinned by belonging to a community.

All our comms have an element of these three points, creating a powerful juxtaposition.

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