The group classes being a standalone service, it is important to give it its very own visual identity. As such, everything from graphics to the logo and name is tailored accordingly. XGROUPCLASSES is selected as a name since it acts as a reminder of THE LAB’s logo, hinting at the fact that even the gym’s group classes are not your typical fitness classes and offer the same premium experience as the rest of the services. The group classes - and subsequently each one of the classes - have their own visual representation, with bold typography and colors that align with the brand’s DNA. This visual seperation is also reflected in the style of videography, editing, and music selected for each class, creating an entire brand universe and experience both online and offline.

When showcasing the classes, monochrome colors are selected, enabling the users to easily distinguish the group classes from the one-on-one services. THE LAB's premises are chosen for the shooting, using the same sets used for the one-on-one fitness services in order to preserve the personality created for the brand online and reflect the real customer journey. The main focus is on the classes’ vibes and atmosphere (lots of people, energetic vibe, synchronized movements, instructor leading and challenging the class) to clearly show the difference between group classes and one-on-one services.

In order to effectively promote the service and drive conversions, a sales campaign is set up on THE LAB’s main social media platforms as well as on relevant search engines. The campaign targets a handpicked audience that would be interested to enroll in the new program and be part of THE LAB’s select community of fitness enthusiasts. As a result, the brand's online visibility is highly increased and the gym's sales are quickly boosted.