Defining, developing, and articulating a group-fitness brand and perspective to shake up stale norms in a highly saturated category
The RUMBLE crew came to JWALK with a clear vision for what their brand would deliver, but not how it would do so. With an awareness that group fitness is an over crowded category and they would not be reinventing the concept, they tasked us with creating luxe and thoughtful branding - from the logo, to tone of voice, to in-studio artwork - that would communicate differently with fitness consumers, giving them a tangible, fresh, and exclusively RUMBLE experience.
Distilling the unique backgrounds of the founders into an edgy, exuberant, and recognizable brand, JWALK delivered an extensive Brand Bible in which every consumer point of contact from fashion, to social is articulated and activated in line with the urban-chic meets street brand guidelines. The design team created an iconic logo named “Jab!” whose friendly, mischievous appearance acts as an ownable and unique brand ambassador.
Through extensive research and knowledge of fitness, art, and sneaker culture, our design and strategy teams recommended niche studio details that push the category forward, like local artist installations. Every piece of creative was imbued with the founders’ desire to create an aesthetically elevated brand that doesn’t follow mainstream demographic and tone choices, but includes and invigorates anyone looking to be healthy and have fun.
Launching its first NYC location in fall of 2016, with a second later on in the year, RUMBLE has received early and ecstatic acclaim. Within days of its digital launch, the New York Post was already calling it New York’s next fitness trend. Hype around the opening is building as consumers are becoming attuned to the RUMBLE brand and excited to see the already iconic branding in action.