WHERE

Start over. That’s the mantra of this fitness and nutrition company, and what we did for KINETIX Living (click here to view old website). Starting with their ubiquitous old brand based on “living”, something long ago usurped by the likes of Martha Stewart, Weight Watchers, Jenny Craig and others, we needed to create considerable distance from them.

The new brand needed to bury the old, soft, lighthearted and inauthentic and rise up with a bold, gritty and genuine voice that implies sports and athletics, and better represent the idea that this is a credible program for people who are serious about making real physical and life changes.

Speaking of people making real physical changes, for those of you who know us, you also know we are really into our food (foodists.ca). Over the years, our bodies haven’t exactly been exempt from the effects of our epicurean passions, so we found ourselves smack in the middle of the target audience and prime candidates for a complete immersion into the brand. Fortuitous really, since immersion into the brand is a key part of our process.

With a complete revamp of the business model coming in a short six months, the brand was just the beginning. We were also needed to translate the company’s new vision to an enterprise class web application and iPhone app.

IDEAS

Our goals were lofty, but not unobtainable:

1. Position KINETIX as the most cutting edge / current health & fitness company out there
2. Tighten the brand and related elements and create a great platform
3. Develop and convey our story in an emotionally connecting way, driving love and inspiration of the brand
4. Connect with our current and future community
5. Be ahead of the ‘wellness’ industry to enable us to grow into THE health & fitness brand

How’d we do it? Well, we started with research, then more research. In fact, the entire studio enrolled in the KINETIX program to get first hand insights into the company and the program. We literally lived, ate and breathed KINETIX. The other key was assembling a team for the software and mobile application development with Thirdi Software and Atimi Software. A finely developed process and tools for source control, issue tracking software, and project management were critical.

A new brand essence emerged from our Discovery process: Rebel. Ignite. Commit. The idea behind this was simply that this company was going to rise up from their status quo, burn down any paradigms in their way, and commit to a new way of doing things—this is exactly what they wanted of their clients. This gave way to the development of the new logo and brand filter, through which we would weigh all new work to ensure it was on brand. Additionally the Kx icon served as the inspiration for a new system of symbols used throughout the KINETIX program.

In tandem with the brand development, work was well underway on content and information strategy for the website and iPhone app. Working with this was no ordinary website either: Once a user was signed in, data was seamlessly synced to their iPhone or other device (and back), allowing them to track their fitness and nutrition, communicate with a coach and reference handy meal and restaurant information. The iPhone app is essentially a ‘coach in your pocket’, taking you through each day’s exercise routine step-by-step.

WORK

When the client applauded after we revealed the brand work, we knew we were on the right path. If success of the project was measured by Starbucks and YUM! Brands joining the program rollout, or when the iPhone app was approved and posted to Apple’s App Store in days instead of the weeks that is the norm, then we achieved our goals. However, nothing is quite as salient as when we hear things like:

“Industrial Brand and their partners are a tsunami of talent, passion and creativity. Beauty is skin deep however and IB goes beyond just the look of a brand to unearth the core values and key strategic positioning that will help a company differentiate itself in a crowded marketplace. IB is flexible and creative in their problem solving and didn’t flinch at helping us launch a new brand, new website and new digital app in a crushingly brief time line. Speaking from both the strategic goals and visual brand consistency that we required, IB delivered on all fronts.”—Lou Maxon, VP Brand Experience and Design, KINETIX

Launch website: kxme.com

WHERE

With a coveted location atop Burnaby Mountain in the heart of UniverCity, a progressive community modelled on sustainability, Porte Development had a unique story to tell prospective buyers.

IDEAS

We were part of an integrated team comprised of the developer, the architects, interior designers and the sales/marketing team. Following envisioning sessions and a research and discovery phase to compile information and insights about Burnaby Mountain and the project, our first task was naming. “Origin” speaks to the natural setting as much as it does the genesis of new approach to living that is embedded in the planning of this sustainable community.

Original photography was given a collage-like effect to evoke the idea of unique and varied perspectives. This was brought to life using the tagline “View Different”, as much about taking a second and third look at where you want to live as to how. The spectacular view from atop the mountain, fresh air, forested trails and proximity to town are just a few of the reasons to believe!

The new identity was applied to the interior and exterior of the sales presentation centre, signage, website, brochures, advertising and other collateral to create a consistent and seamless brand experience.

WORK

With a look that retains eye-catching prominence, yet respects the natural setting, by all accounts feedback has been extremely positive. Considering the project has sold 40 percent of available units within three weeks of the sales centre opening, it’s evident of a successful marketing launch.

Launch website: liveorigin.com

WHERE

When Amacon, a prominent Canadian real estate developer, wanted to really differentiate their latest condo project at East 7th and Main Street in Vancouver they also wanted to stray away from the same-same, me too approach that this city has been overrun with. They asked Industrial Brand to help them break free and capture the essence of the neighbourhood.

IDEAS

Before we started with the naming portion of the project we established that to stand out we needed to link to the history of the site and culture of the area, a Collective created by the souls and actions of its residents: shops, food, art, architecture, and events made by the aggregate of their ideas and values. And most importantly, we had to be genuine. This meant tossing out overused words, phrases and adjectives such as urban, spacious, luxury, incredible, spectacular and legendary!

We created the name District for the project to bring to mind the name of a favourite bar, restaurant or shop as much as to define the area within the neighbourhood. In fact, even elements for the logo were found on the street, including on tree grates.

WORK

Since we work and live in the area already, we geared up with our cameras and set out to capture the people, places and things that make Main Street, well, Main Street. We did this several times throughout the project and many of these images have been used throughout the materials.

Speaking of which, these included: stationery, teaser and launch websites, email template, twitter site branding, promotional brochure and advertising. In addition, we developed all the site singage including giant 40’ x 2-’ billboards, the presentation centre exterior signage and interior branding and messaging.

In a market still recovering from the recent economic downturn, the project was 94% sold on the opening day. The balance sold within a week, leading the way for the developer to expand the project to the planned second building much earlier than expected. A success by all measures, and sure to be a great place to live shortly.

Launch website: southmaindistrict.com

“We at Amacon have had the pleasure of working with Ben, Mark and the IB team since the spring of 2009. We began our relationship with IB on a project called District in South Main. This was a different project than most as it was in a somewhat undeveloped neighborhood and we knew we needed to go “outside of the box” to appeal to our target market. IB provided creative and insightful ideas and presentation thus leading to great success. We since continued our relationship on completely different projects but without disappointment IB has continued to deliver. They pride themselves on creativity and hard work which has paved they way for their great success!” – Nic Jensen, Sales and Marketing Manager.

To convince the consumer that animals are not the cute, moral-teaching creatures of Aesop’s tales, but rather an excellent source of protein and mighty good eating. Don’t believe advertising works? The sheep ad featuring lamb sausage with mint produced a marked increase in sales of that item when placed directly over the cash register.

Designers don’t always recognize the value their choice of printer can bring to the design process. Find a good one and you’ll want a long-term relationship. This printer asked us to capture just that, and convey the brand as well as their ability and willingness to help designers succeed.

The challenge with this campaign was to be fresh while retaining the equity established in the previous year’s advertising. Running in international publications such as Powder, Couloir and Back Country, it has helped sales reach record highs.

We recently revealed a fun outdoor advertising campaign for Bikram’s Yoga Metrotown. Aimed at a broad spectrum of men and women from a variety of cultures, ages, shapes, and fitness, our challenge was to create brand awareness ads that would break through the clutter of those so frequently seen at bus shelters and train stations.

With the help of photographer Johann Wall, we created a series of brightly coloured, tongue-in-cheek adverts using images of regular people in unusual poses. The copy, with its huge letters “HOT”, serve not only to remind people that Bikram’s Yoga is practiced in a 105 degree room, but to make people smile as they realize the multiple layers in the ads’ message.

All manner of people practice Bikrams, and even if they aren’t the expected skinny, semi-naked bodies seen in lululemon ads. They look like you and I; overweight, balding, and nerdy. These are average people, reinforcing the statement “Yoga for everybody.” These people aren’t models, but they are indeed “HOT”, and so can you be too if you try Bikram’s Yoga for yourself.

The ads already have people talking, so let’s hope it translates into increased inquiries and new clients willing to try Bikram’s Yoga for themselves!

The fourth ad in the campaign series at a Vancouver SkyTrain station.

More photos of the ads in situ can be seen on our Flickr page.

A few months ago, Mac Donald’s launched a new TV campaign in France ‘come as you are’. The campaign itself, created by EuroRSCG, is pretty nice but what really caught my attention was the logo: it has turned green!! Just like that, without a warning or at least a press release. French restaurants will shortly be painted in green too.
MacDonald’s and France always had a strong love/hate relationship. Synonymous of obesity, bad health, bad working conditions, the fast-food giant struggled to seduce consumers in a country that takes food seriously: it has to be both slowly made and slowly enjoyed. We made up the words ‘MalBouffe’ or ‘bad grub’ to describe their so-called food and ‘MacJob’ to describe a low-paid, unrewarding, rubbish job. One restaurant in Paris was on strike for a year, another one was dismantled by farmers and anti-globalization activists, and so on.
But today, you can get a BigMac on a 6 cereals traditional French bun, and a ‘green’ restaurant opened in Paris a year ago. Following this example a new pilot ‘green’ McDonald’s is scheduled to open its doors on July 14 in North Carolina, built with sustainable materials and integrating eco-friendly technology as well as electric vehicle charging parking spots.
It seems to be a very successful strategy: surprisingly France is now their world’s fastest growing market.
So a green logo to convince everybody that you are now sustainable and healthy? that’s a bit cliché design-wise. But hey, this is McDonald’s… That’s good news if they are moving in the right direction.

To celebrate the launch of Internet Explorer 8 in France, Windows has joined forces with…Speed Rabbit Pizza, a leading pizza company. Explore and devour the IE8 pizza!
8 slices, 8 ingredients, 8 euros. I can totally see the rational here! Double cream, mozarella-cheddar, reblochon, blue cheese, goat cheese, tomatoes, peppers… Can’t wait for the WhiteSpot burger 3.0.7.

How do you sell a service where you continually check your credit rating? You sing about it. These ads I feels are strong, they have varied musical styles appealing to a wide target audience, are fun and playful but their message is very clear. Watch them here.