Athletic Alliance is a well-established sports supplement company with products in GNC stores for nearly a decade. Rather than abandon those impressions, our objective was to create an updated identity and a family of packaging which was still clearly identifiable to existing customers.
The brand update also needed to honor a renewed commitment to creating value for customers, new and existing. Groundwork made a laundry list of improvements to the product line, some obvious and some subtle. The cumulative effect is a product line designed from the ground up to inspire more conversions.
Ultra-competitive “alpha” males, leading work-hard, play-hard lifestyles, fulfilled by being top dog, and attracted to pillars of masculinity and crisp, clean vibes.
Chief Strategist and Creative Director Nate Ripley helped Athletic Alliance kick off their brand update by identifying their ideal customer. Developing customer profiles then gave us an even clearer picture of the lifestyle and mindset of their most faithful fans.
Brand strategy doesn’t work if it isn’t applied. Mood boards help us translate customer desires into brand presence.
Athletic Alliance’s ideal customer is motivated by being top dog and proving that the top is where he belongs. Symbols of masculinity, fast cars, sports and competition, clubs and nightlife, fitness, power, and feelings of superiority were points of inspiration.
Creating an attractive brand means designing a rich visual language that speaks to the customer and tells the brand’s story. It goes far beyond a logo design or a few color choices. If we want to engage our most faithful fans, we need to create value for them.
Athletic Alliance needed a tagline to capture the spirit of the brand. Clean, clinical, powerful, and exotic. Performance products made for the determined few who understand that greatness demands consistency and commitment. Athletic Alliance’s creed and tagline came to life—science meets sweat. It takes both to reach your physical peak; you can’t be your best without them.
With the messaging completed, Groundwork set out to create assets and imagery that could bring Athletic Alliance to the world.
A brand’s biggest fans love to sing its praises. It helps to make telling their friends about you as easy as possible. In Athletic Alliance’s case, that meant creating t-shirts, shaker bottles, lanyards, and other accessories that the brand’s most faithful fans would be proud to wear at the gym.
Great merchandise is more than a revenue stream; it spreads a brand’s message far and wide.