Creating a content library that fits THE LAB’s brand identity on social media.
Bringing the brand to life, light and sound.
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. Client .THE LAB
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. Role .Content Creation
When THE LAB wants to boost its online presence, it is clear it has to be done by offering a seamless brand experience that transcends the limits of offline and online while staying true to the brand’s visual identity. As such, several shoots are organized in order to create THE LAB’s social media content library. The gym’s DNA (grungy, underground, scientific) acts as the main compass in bringing the brand’s feed to life while making it easy for users to identify the different components of its wide range of services.
. CONTENT PRODUCTION .
- // Mood Board & Storyboard
- // Content Creation for Social Media
- // Production of the Shoots and Key Visuals
- // Creative Copywriting
. ACCOUNT MANAGEMENT .
- // Campaign Planning & Management
- // Content Strategy Development
- // Media Planning & AD Buying
- // Performance Analysis (KPIs)
// Fitness Moodboard
Getting ready to pack a punch!
Content creation requires preparation. Starting with the brand’s visual identity, the shoot’s mood board is established then fleshed out the storyboard and scripts. Non-verbal statements thus play a crucial part in defining the experience within the sports center with each space being associated to a specific color palette, lighting, mood, and sound. As for the cast’s selection, it aims to provide users with relatable imagery: real clients similar to the audience in age, gender, profession, and lifestyle. Once the final details are locked, it is time to prepare the set: from lighting to art direction and every detail in between.
// Recovery Moodboard
To each service its own identity.
THE LAB’s underground and grungy DNA lies at the core of the pictures and videos taken to introduce users to the gym’s wide range of fitness services. Also, showing the brand’s identity in all of the shot materials makes for an authentic organic content library. Another way to highlight the customer journey genuinely is to conduct all photoshoots on the gym’s floor with the brand’s actual clientele, and use filming techniques that highlight the energy of the place in order to make the shots look both inviting and relatable. As such, we make sure to set each category of services apart, drawing a clear line between the more intense and athletic services on one hand and the recovery and wellbeing services, on the other hand.
// Production
Setting the stage and mood for each service.
Intuitive statements such as sounds and colors play a crucial part in our understanding of the world that surrounds us. This is also true for the way we perceive brands on social media. This is why a distinctive style is created for each recovery service, making it easier for users to spot their service of choice using different lighting techniques. Cold colors for cryotherapy, warm colors for red light therapy, and a mix of both for compression therapy. Slow camera movements and the selected music also give the entire content library a rejuvenating look-and-feel.
A winning and convincing content.
THE LAB's content is meticulously planned in order to respect the brand's identity and DNA. The promotional videos have their own visual style that reflects the gym's unique personality. Furthermore, each color palette is different from one service to the other for the audience to easily recognize each offer. With its digital content, THE LAB increases its foot traffic as well as its customer retention and loyalty by creating a sense of belonging to a community that moves around a strong brand.
