2020
BACE
Industry
Health & Fitness
Location
Project type:
Brand Identity Design, Business Naming, Signage
Team
Frank
Connecting the dots to have all bases covered
Throughout Australia there are hundreds of health and fitness-related business that act as a base for their members or clients to come and engage in their services. They're either big conglomerates like Fitness First and Anytime Fitness, or smaller independent gym operators like Jarred and Andrew, the owners of Bace. These guys came to me after having worked with them on for their Bridge The Gap initiative. They were looking for a new place, a fresh start and a clear direction for how they wanted to help young professionals gain the clarity and direction they needed in life by connecting the dots between their client's mind and body in a community environment & tailoring their service to an individual's goals.
Brand Direction
BRAND GOAL
BRAND PURPOSE
BRAND MISSION
Thriving and committed members in a community environment where our brand direction is shared and aligned with our member's goals. We want to establish a base for our members to thrive and to realise a bigger picture of how health, wellbeing and mindset translate in all facets of life. Our overarching goal to help our members connect those dots for success.
Provide our members with a multi-faceted health & fitness approach that guides them to see the bigger picture and hit their goals.
To create a change in the perception of what a gym should be, by showing how greater health and wellbeing can impact our success and happiness in many facets of life.
BRAND VALUE #1
Inviting
BRAND VALUE #3
Authenticity
BRAND VALUE #5
Health
BRAND VALUE #2
Confidence
BRAND VALUE #4
Knowledgeable
GOAL: One word with Nike as a north star of inspiration
DMR was the previous name of Jarred's gym. The DMR name was a tribute to a lost family member of his. However, once Jarred partnered with Andrew, the name, vision and purpose for the gym had changed, So a new name was needed for their future direction.
Full disclosure here, this was the first business I'd named other than my own business initiatives - but I knew we would nail it!
The north star I had for the name was Nike. To not only be a one-word, limited letters name. But to also find meaning in the name based on their goals that could integrate into their business' brand identity.
Naming
Key naming considerations
REFERENCE: Marty Neumeier's book 'ZAG'
When coming up with a business name there are several factors to keep in mind, told by Marty Neumeier:
1. Differentiated - It should stand out in it's market
2. Brief - Four syllables or less
3. Appropriate - But not generic
4. Easy to spell
5. Satisfying to pronounce
6. Suitable for "brandplay"
7. Legally defensible
In addition to these factors, we also took into consideration key words we took from their brand attributes exercise in our initial discovery session. The next step was looking at Greek or Latin words that related to those attributes, to see if the Nike parallel could be drawn.
'PACT' or 'BACE'
Having had no luck with linking their list of brand attributes with a Greek or Latin word that we could maybe even adapt.
The next idea was to develop an acronym like QANTAS (one of Australia's national/international airlines) or even IKEA. Rather than a name like IBM where you simply read the letters of the brand name.
So I wondered if there was a word that could come out of a combination of their brand attributes. To which I came up with three words, PACT, RISE and BACE.
But only presented 2 - PACT and BACE. We had a winner in Bace as it ticked all of the 7 naming boxes and it could be implemented into the following stages of their brand identity. However, the meaning behind the acronym was ditched and now stands as their own word for their brand.
Brand Messaging
The Bace Story
We are Bace
A base for our members to feel welcome and excited to come back to. Though Bace’s story goes back a few years when we were originally DMR. We started the DMR gym as a space for members to grow as individuals, with a personal drive and determination to help others inspired by our founder, Jarred Brown.
However, we outgrew the purpose and vision of DMR, to establish Bace as a new beginning. We realised that in our own transformation as individuals and as fitness business owners that we all have greater problems that go deeper than simply being more active and feeling fitter.
We realised that fitness is only one aspect of what helps us all grow and reach our goals in life and that there is a growing misconception of what a healthy life is. At Bace, we’ve got all bases covered for our members. To see what’s possible and to see what’s next. Get on Bace.
Unique Value Proposition
SERVICES DESCRIPTION: Mind & Movement Hub
“We help our members discover how their health and wellbeing impacts reaching their goals in a supportive community environment”
We realised that many gym experiences you may have had, don’t offer much more than the facility, the equipment and maybe some classes or PT sessions.
We want to change the game up a bit of what your perception of a gym should be. At Bace, we want to get to know you and let you become part of our community. To feel excited to want to come back to Bace, each and every time.
Brand Language
Tagline:
All bases covered
Brand Introduction Statement:
My Place, My Space, My Bace
Call-To-Action (Existing Members):
Come back to Bace
Call-To-Action (New Members):
Get on Bace
Visual Identity
Logo Design
Original
Re-branded
A symbol for a base, a hub, a place to come back to
Covering the bases with a forward progressing movement
Multiple bases, taking inspiration from a baseball diamond
Representing an symbol that points upward and forwards for progress and positivity
Typefaces
Visby CF Extra Bold
Headings:
Visby CF Extra Bold
Sub-headings:
Visby CF Regular
Paragraph Body Copy:
Visby CF Regular
Logo Font:
Le Mans Classic Regular
Pack my box with five dozen liquor jugs 1234567890!@#$%^&*?
Le Mans Classic Regular
Pack my box with five dozen liquor jugs 1234567890!@#$%^&*?
Brand Usage Examples
Premises signage concept art
The outcome
Final Deliverables
Working with the guys at Bace was immensely fun and allowed me to really help them bring to life their vision for their new venture. Jarred & Andrew are down to earth guys that only want the best for their members and to be able to develop their brand with them for their members to align with it, is so satisfying to watch as their brand grows.
With everything from naming, to messaging and signage, they have a brand I look forward to seeing grow into future success!
PROJECT SCOPE:
-
Brand Discovery
-
Business naming
-
Brand Direction
-
Brand Messaging
-
Visual Identity design
-
Business Card
-
Brand Guidelines
-
Signage & Apparel
Everything delivered goes beyond our expectations, and I don’t think we would ever work with another branding person or business, even if they were cheaper or quicker.
Jarred & Andrew
CO-OWNERS - BACE
Contact Info
BACE
Email: support@thebace.com.au
Phone: (+61) 411 553 772
Address: 4/13 Bonnal Rd, Erina
NSW 2250 Australia