BRANDING. WEBSITE DESIGN.
X3 SPORTS
Helped a rapidly growing fitness club attract new clients without losing their trademark edge. With a comprehensive brand evolution of look, feel, tone and messaging, we brought their “inner warrior” spirit to light, and it’s resulted in a 40% increase in membership sales.
WEBSITE
INDUSTRY
Health & Fitness
Creative Director, Designer
ROLE
YEAR
2018
PROJECTS INCLUDED
Brand Strategy, Logo Design, Corporate Identity Materials, Brand Guidelines Development, Voice and Messaging Strategy
Since opening their doors in 2007, X3 Sports has grown from a single location in Metro Atlanta to five gyms across GA. They are not your average fitness facility for soccer moms or gym rats. They are a training center offering kickboxing, martial arts, sports training, and hundreds of other classes for performance or competition. Their mission is to help all their members—regardless of their fitness level—find the warrior within. But their brand was dated, a true persona was absent, and their messaging was confusing and disorganized.
X3 Sports sought a partner to rebrand and help grow their franchise. Their brand needed to stand out from the dozens of other gyms in the area. It had to balance their fighter personality with their supportive atmosphere. Their website needed updating in order to create improved functionality and ease of use with the primary objective to generate and convert leads for new memberships. The ultimate goal was to greet users, both digital and IRL, with a modern, visually appealing, and empowering experience which, in turn, would offer higher engagement, interest, and—ultimately—more signups for all target audiences.
With an updated and modern brand, a powerhouse new website, new marketing collateral, eye-catching signage, and cohesive digital marketing initiatives, X3 Sports fought its way to the winner’s circle. They achieved a 20% boost in conversions for free class sign-ups, 10% increase in new website visitors, 25% increase in inquiries, and 40% increase in sales. Giving this project the final one two punch.
Positive Results
Laura Sharp
CREATIVE AND ART DIRECTION
Laura Sharp, Kristen Whiddon
BRAND AND UI/UX DESIGN
COPY WRITER
Andrea Whitcomb
FRONTEND DEVELOPMENT
Kristen Whiddon
AGENCY
Sideways 8
Had a little help from some friends
We developed brand pillars that could define the experience as it currently exists while providing a foundation for the brand moving forward. We then crafted a positioning statement that could unite all the brand pillars, appeal to our expanded audience, differentiate from competition, and serve as a compass - the lens through which we evaluate all decisions at every level of the organization.
Championing warriors had to be at the center of all aspects of the brand. Our visual approach centered on three key principles: powerful energy, strong foundation, and a supportive atmosphere. The brand voice is meant to extend the visual approach by being active, engaging, knowledgeable, inclusive, supportive, and aspirational. After all our hard work, dedication, blood, sweat, and tears, the X3 Sports brand found it’s inner warrior and it was time to show it to the world.
First, we created a powerhouse website that was driven by a new CMS for faster updates, better CRM integration, and easier SEO & SEM management. Followed by comprehensive digital marketing strategy that focused on social media, community outreach, and better SEO/SEM management. As the website traffic increased, we turn the focused on our facilities. Giving them the same facelift from the floor mats up.
You can view the full X3 Sports' brand guidelines HERE