1 - Objective:

Old School Labs, a sports supplement brand, aimed to refresh its positioning and messaging to better connect with Gen-Z and younger millennial lifters, moving beyond its appeal to older demographics and becoming a lifestyle brand.

2 - Strategy:

A. Market Research and Findings:

• Conducted extensive market research, using customer surveys and social listening tools, to understand brand perception and positioning within the fitness industry.

• Engaged with younger community members both online (forums, Discord servers, subreddits, social media) and offline (gyms, fitness exhibitions, supplement stores) to gather insights.

• Findings:

• The brand was perceived as “old” by younger lifters.

• Female lifters found the brand male-centric.

• Products were universally appealing but did not align with the branding.

• The brand’s mission was not resonating effectively in the current market.

B. Visual Identity:

• Introduced a visual identity combining retro aesthetics with modern design, appealing to a wider age range.

• The visual identity allowed the brand to flexibly and creatively explore various retro eras and themes  (50s-90s, allowing for long-term brand growth and relevance.

• Created new cursive-text logos with a retro flair and modern adaptation, providing versatility and moving away from the male-centric image.

• Overhauled the content strategy to one that was relevant to younger demographics, increasing the priority of featuring younger people and women in the brand’s content on all channels.

C. Mission:

• Transformed the brand’s mission to one that evoked its retro-modern identity: standing for old-school principles like hard work and camaraderie, while using cutting-edge science to create no-nonsense products that deliver results.

3 - Execution:

• Directed the creation of new visual content across all platforms (website, social media, ads, direct mail).

• Led the redesign of the website to reflect the brand’s new retro-modern identity.

• Searched for and recruited graphic designers who were the right fit for the vision.

• Worked closely with designers and web developers to ensure cohesive implementation of the new brand vision.

• Launched a merchandise line as part of the Old School Labs’ new lifestyle brand positioning.

4 - Results:

• Received overwhelmingly positive responses from the current customer base and younger fitness community members.

• Female lifters felt more seen and found the brand more approachable.

• The new branding gave the brand a modern, vibrant feel while maintaining its “old school cool” essence, shifting its perception from outdated to relevant.

• Established a strong foundation for Old School Labs to grow as a lifestyle brand, appealing to a diverse and evolving audience.