Re-Branding Merritt

February Twenty10Merritt Athletic Clubs

Marketing Department

Table of ContentsBrand Positioning

Repackaging the Merritt Brand

The new branded look for Merritt Athletic Clubs accomplishes two major challenges for the company.1. Update the Merritt brand in the mind of the consumer to a fresh

contemporary look.2. Preserve the existing heritage of the Merritt logo to prevent

major capital investment in changing building signage and equipment coverings.

The new brand image has both contemporary and traditionalelements to take the consumer through an easy transition ofhow they perceive and identify Merritt. While the look andcolors are completely different, they will immediately identifythem as Merritt Athletic Clubs saving any market identityadjustment and making the roll-out of the look seamless.

Table of ContentsBrand Positioning

The consistent branded elements in this new look include:• The white and grey wave and swish • The clean crispness of the white and blue• The stacked copy is contemporary with current trends in print • The modern swish lines incorporated in the background are a further

suggestion of our brand• Gradation of light and dark blue• Double outlined font for Headline Copy• Merritt logo in Reflux and 2995 on white• White and blue as the dominant colors• Red used only to draw emphasis to contact information (including online

clicks) and USP Results logo• A photo inclusion would take the dotted “movement lines” and wrap

around the photo to show movement. All photos used would be either action shots or contemporary close-in lifestyle shots and be color coordinated with the art.

All materials would adhere to this new color and graphic theme, including print ads, redesign of Merritt website, External signage and internal schedules, signs, flyers and brochures.

Elements of the Branded Look

Branded LookThe components of our designs that make up the

Merritt brand.

Locations address block conveys the convenience of multiple locations near where you live and work

Merritt’s USP: Results Guarantee is on all advertising.

The Merritt logo appears in Reflux and 2995 in a white outlined ball

New Established Merritt colors are:

PMSReflux blueDark blue 2745Light blue 2995Red 200White

The “wave and swish” design is subtlety integrated in white blue and grey as an accent and a carryover from the pre-existing branded look

Stacked outlined headline font

Contact information in red 200 or blue 2745

Contemporary lifestyle shots or exercise shots used and re-colored to coordinate with graphic elements. Photos wrapped in dotted “movement lines”

Grey dotted grid

Table of ContentsBrand Positioning

Graphic Elements of the Branded Look

Contemporary stacked font for headlines

Merritt logo in Reflux and 2995

Grey dot grid

“Wave and Swish” in white, grey and reflux

Rounded corner gradient boxes with white and grey accent outlines

Dotted “movement lines”

Table of ContentsBrand Positioning

Merritt’s NewOfficial Colors

White used as a dominant color in all designs and grey used for accents and on the dotted grid graphic.

Red used for contact information

Print and Collateral

Collateral & Outreach

AdvertisingOnline & Print

Branded Letterhead& Business Cards

OutdoorAdvertisin

g

Our outdoor advertising includes building marquees, monthly building banners, stake signs and strategically placed billboards.

Outdoor Advertising& Signage

Outdoor Building Banners

Viral Marketing

Our Viral Brand presence includes our club website, our own social network site, Facebook, Twitter and MySpace in addition to online advertising and Google analytics.

Viral Marketing

Frequent eBlasts to both Prospects and members promote our online sales offers and special programs

Summer MemberReferral Campaign

This is our “Red Hot Summer” Promotion with the new look. We do a t-shirt give-away for every member that refers three friends names and give away one grill per club in a drawing at the end of the promotion. Members are entered in the drawing each time one of their referred friends joins.

T-shirt art concept screened on a Navy blue gradient died shirt

Program BrochuresAnd Flyers

Branding all elements of our marketing, including all of our members programs serves to solidify the complete Merritt brand package and convey the consistent quality of the Merritt brand across all nine of our clubs.