An ex-Springbok Women’s Rugby player (Marlien Cronje) invented a piece of fitness equipment that looks like it would be more at home in an art gallery than a gym. She needed a creative direction and design aesthetic to match her invention.
She approached me with her existing brand after meeting some push-back in the fitness community. To the normal Gym Junkie, something made out of wood couldn’t possibly be a serious piece of equipment.
Over a period of about two years my responsibilities were for an entire rebrand. I took on marketing campaigns, product packaging to website and social media, all the way to organising and directing a professional photoshoot – all on a very tight budget.
Some more details below.
The company was originally called MC Fitness Hub. After some discussion with the client we decided “Mounted” would be a better name. They already had a logo that incorporated the “M” from MC Fitness Hub.
Website Design
I worked closely with a developer to give my designs a home on the web.
The client wanted the brand to retain a natural aesthetic while importantly still appealing to a modern, moderately affluent and trendy clientele.
Creative Direction
for a photoshoot
The client’s ideal customer persona was someone who valued beauty as much, if not more, than practicality and utility. It had to look beautiful, cool and of the highest quality.
To this end, Mounted needed professional product photography and videography. To help solidify Mounted’s influence with this target audience even more than simply acquiring professional photos and videos, I organised and took the creative lead on an extensive photoshoot featuring prominent figures in the fitness and pop-culture scene. I negotiated a brand-ambassadorship with kykNET’s Op my Eish! personality Nykie Pretorius, and hired Tropika Island of Treasure and Mr Global SA winner Ruan Scheepers (no relation) to serve as our male model for the day.
I also played a role in creating a campaign for a charity event where a group of women climbed Mt. Kilimanjaro with renowned mountaineer Remy Kloos to raise awareness and funds for the charity Dynamic Women for Children – although my role in this only centred around Mounted’s PR
and brand, in relation to the event.
Social Media Design
Photography and Videography credit for the shoot:
Khieran Trent from Haus of Visual
(Whom I cannot recommend highly enough)
A few of the reels & videos
I made for Mounted
Packaging Design
I tried to keep the costs for the packaging to an absolute minimum, to maintain the product’s affordability.
