When a group of entrepreneurs came to us with the vision of launching Arlington’s first boxing-inspired fitness concept, they knew a fast-growing obsession with boutique fitness—plus a flagship location in the nation’s most active community—would be key to cultivating a loyal tribe. But the explosive growth of studios like Soul Cycle and PureBarre also meant that any newcomer to the scene would face fierce competition. After a creative process that spanned brand strategy, naming, visual identity, and a website launch, BASH made a grand entrance that’s as distinct and disruptive as the workout itself.
Tyson. Ali. Mayweather. All legends, but not exactly relatable. Since our research showed that many urbanites would be largely new to boxing, we stripped away some of the sport’s inherent roughness to position the brand as inclusive, empowering, and community-focused. The new name, logo, and visual identity encapsulate not only the physical motion of hitting a bag, but the mental thrill of embracing a fun, healthy lifestyle.
No one could give a more compelling introduction to BASH than its founding coaches. To highlight both the adrenaline-pumping benefits of the workout and the contagious energy of the community behind it, we produced a video that offers potential members a sneak preview of the high-quality experience and support they’ll get in the studio. The brand launch was met with instant enthusiasm. Social media drove prospects to our pre-sales website that has already put BASH on track to welcome a thriving community of members on opening day.
