The need for a branding refresh brought Baltimore’s top-rated gym to Grafik for a complete makeover. With insights from Merritt Athletic Club’s leadership and staff, as well as input from members and broader external research, we created a new naming convention and omnichannel branding program that’s turning heads. And earned an Award of Distinction from the 2018 Rebrand 100 Global Awards.
Merritt Clubs focuses on the well-being of its members by engaging with them one-on-one, supporting their active lifestyles, and fostering a happy, healthy fitness community. The new logo evokes the boldness and vibrancy of the brand, and the new mantra underscores Merritt’s unique approach to helping everyone achieve their goals.
The new MerrittClubs.com features a more intuitive user experience, stronger calls to action, and plenty of opportunities to engage.
We launched the new brand with a New Year’s campaign in print, broadcast, and social media channels and continued to refine their marketing efforts to increase leads 39% year-over-year.
“We have always been focused on the health and happiness of our members. This rebrand is helping us tell that story.”
