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
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.