A division of Brunswick Corporation, Life Fitness is the world leader in high-end exercise bikes, treadmills, elliptical trainers and strength training equipment.

We were asked to help change the companies’ culture from a sales and product orientation to one that is brand-driven. In addition, there was a need to unify all marketing communications around a single message and provide continuity around the world.

An in-depth study was conducted to identify the insights used to develop unique positioning for the Life Fitness and Hammer Strength brands. We also created a unified system including graphic standards, messaging, a worldwide advertising campaign, collateral, and tradeshow presence.A comprehensive brand manual was developed to ensure worldwide implementation of the brand.