Squatz
Competitive Audit
Brand Strategy
Name & Message
Art & Photo Direction
Packaging Direction
Advertising & PR
Interview Prep
Fitness Uplifted TM
Fitness brands tend to err on the side of hard imagery. But the sculpted bodies, 10/10 performance, bulging veins, and trendy sweat barely represent 5% of the population.
While Squatz began there, they chose to pivot into shaping healthier body relationships en masse. So for 2024, we helped them go retro. Back to a time when fitness was fun. Social, sociable, and societal. A way of life, not reps-till-death. “For any way, shape, and form” as we called it.
Fundamentally, the Squatz universe revolves around their platform—a physical board you stand on that combines hardware, software, content, coaching, and data.
We wanted to communicate that VERY clearly, through the lens of the brand's new position and message: “A whole gym beneath you. A full community behind you."
