Challenge
Western Racquet & Fitness is a 50-year-old, well established racket and fitness center located in Green Bay, WI. Due to their expanding demographics, and based off their clients' requests, Western decided to open a Wellness and Recovery center. They turned to Zeller Creative Group to generate a name for and brand this new entity and help promote this new offering to their current clients as well as the surrounding communities. Their goal was to develop a name and a logo that complimented their current branding. Their sweet spot is males and females aged 40+ and the audience is anyone contending with pain and illness wishing to feel better. Our messaging was to reinforce the values Western has offered over the past 50 years and educate the audience that these services would help them truly live fuller, healthier lives.
Solution
Through discussions with Western, some informal research, and conversations with current clients, we arrived at the name "Renew by Western" along with the tagline "Refresh. Revive. Restore." Both name and tagline communicate the benefits received by utilizing the services offered at the new facility. Clean typography reminiscent of the Western Racquet logo make up this new brand. We crafted clever copy that was used in direct mail, multiple email touches and signage to introduce the new facility and what it has to offer. Their open house was a success and Renew by Western is—and continues to be—busier than anticipated.