Movement Is... Campaign 2

BowFlex

Movement Is... Campaign

Role: Campaign Development, Art Direction, Design Strategy, Graphic Design

For BowFlex customers, movement is their own individual story. How they move. Why they move. It is their authentic self and how we connect with our people. This campaign serves as an evergreen brand campaign spanning throughout 2024, and was developed to connect deeper with the BowFlex community, sharing stories from our talent, employees and customers about the significance of movement in their lives. For BowFlex, the concept of “celebrating movement” isn’t just a fleeting campaign theme - it’s in our brand DNA. This campaign goes deeper; connecting with our people and getting to know what truly moves them, and inspiring and uplifting others along the way.

Campaign Mission:

To empower and champion movement for all.

The Lockup

In practice and purpose, movement is uniquely personal. That's why we've kept the tagline for this campaign open-ended, ever-changing, and always evolving. I crafted the campaign's lockup to compliment the open-ended tagline, suggesting the idea of filling in the blanks or completing a thought. This adaptability allows us to continually evolve our message and narrate the individual stories of what movement signifies to different people.

In constructing the lockup, I leveraged the ‘o’ from the Rauschen typeface to create the capsule, and utilized the x-height and set width of the ‘o’ to define the spacing and clearspace.

The Visual System

I tackled the visual strategy for this campaign much like I would for a brand system. I crafted a visual lockup, established usage guidelines, defined typography treatments and layout specifications, created graphic treatments, and outlined photography usage. The aim was to differentiate this campaign from our transaction-focused promotions, yet stay true to our brand guidelines. I aimed to build a flexible system that can evolve with the campaign throughout the year.

The Film

In our campaign rollout spanning web, social media, and YouTube, I oversaw the development of a launch film serving as an introduction to our campaign's distinctive lockup and capsule motif. My goal was to highlight a diverse array of individuals engaged in various forms of movement, and tie to the overarching theme of movement through dynamic editing techniques.

Web

When debuting the video on BowFlex.com, my aim was to establish a distinct separation between this brand campaign and promotional initiatives. To achieve this, I proposed UX enhancements, reshaping the layout of the homepage's hero section to a full-screen experience. This strategic adjustment cleared the hero section of any distracting UX elements, ensuring optimal visibility for the embedded graphics within the video. Collaborating closely with the UX team, we tackled technical hurdles to safeguard our SEO settings and user pathways from any adverse effects stemming from the modification.

I designed an announcement email that reached over 1 million subscribers, strategically aimed at raising awareness about the campaign and letting our audience know there is more to come throughout the year. I enjoyed infusing the campaign’s visual system into this email format. Similar to our web treatment, it distinguishes itself from our promotional emails.

Social

Organic Social is the heart of execution for this campaign as an always-present through-line for the year. I collaborated closely with our Brand Director and Social Media team to seamlessly integrate the campaign content into our social media strategy. In launching the campaign on Organic Social, we started with the launch film, followed by a curated series of images showcasing our diverse talent engaging in their respective specialties. This strategic approach familiarized our audience with the campaign's theme, thoughtfully filling in the blank at the end of the campaign lockup with a spectrum of unique and metaphorical themes centered around movement.