Seattle Gymnastics Academy, a well-respected organization with strong referrals, was looking to build a strategic foundation from which to further develop and grow their brand. Over the years, expansion had led to a “House of Brands” approach for programs, teams and classes across four locations, which meant confusion and complexity for families to navigate. Multiple audiences with different needs–from preschoolers to competitive teenage gymnasts–made it difficult to serve everyone with the current brand.

We conducted extensive research, including internal and external online surveys and four focus groups, to better understand the gym experience, the competitive landscape and our audiences. Anchored by the brand essence “Strength,” we recommended simplifying the experience and class offerings by introducing three program levels – Play, Learn and Compete – to more clearly define the development paths for gymnasts. Our new brand identity and visual language represent a brand personality and culture that is inviting, confident, dynamic, credible and modern, for both girls and boys.

While it is still too early to see impact on enrollment, both staff and gymnasts are excited and proud to wear the new logo and are looking forward to revamping their gym environments accordingly. Class materials have a strong branded appearance and work is in progress to bring the brand to the interior and exterior environments of the gyms. The website is also redesigned with a streamlined, intuitive navigation that supports Play, Learn and Compete, and an improved class search and registration experience.