We were approached by Ultimate Boot Camp (UBC), a start-up business with a desire to do things differently. As a new entrant into what has quickly become a very crowded market, UBC had a lot to deal with.
We worked closely with UBC to develop a unique proposition that would set them apart from their competition. UBC would not focus on quick-fix (and often short term) weight loss but on lasting and sustained results through a unique programme of physical and mental development. This would be delivered, firstly on a residential course and then supported by an on-going after care package delivered predominantly on-line.
In terms of developing the brand identity, we very purposefully steered away from the militaryesque vocabulary and predictable iconography (boot prints & dog tags) so prevalant in the market. Instead, we created a tone of voice and visual identity that was much more reflective of a premium offer and a long-term solution to personal development.
It was vital that there was a connection between all the touchpoints in the customer journey from initial enquiry, through the booking process to the experience at and following camp. The successful roll-out of the brand was therefore vital.
We designed various printed materials including mailshots, participant information and press packs, and an exhibition stand for UBC’s presence at the Vitality show to provide a consistent and joined-up experience to anyone who encounters the UBC brand.
Photography played a vital role both in developing the brand positioning and in inspiring and motivating participants of all ages, shapes and sizes.
We created a gritty and unique style which provided a very clear and immediate picture of what UBC is all about.
Zeal's resident photographer, Darren Gee, went along to a couple of UBC weekends to discover what made these boot camps unique and to shoot for the company collateral. He also managed to lose a few pounds in the process!
We designed and developed a content managed website to provide our client with a very efficient means of promoting courses, managing bookings and publishing details of successful camps. The website also featured a members area complete with forum and member's photo wall.