TRUE is a premier commercial and residential fitness company, a constant innovator with 40 years of fitness experience. TRUE’s equipment ranks among the best in the industry, but the brand was struggling to stand out in a sea of similar competitors and lacked the spark needed to stay top of mind.
Services
- Brand Strategy
- Campaign Development
- Identity Creation
- Website Design
Brand Strategy
To remedy this, we first needed to understand TRUE as well as the industry. Based on our discovery process, we developed a new brand positioning for TRUE, laying the groundwork for the brand to truly shine.
We created a new brand promise that refocused the brand and determined a set of core brand attributes we would ladder back to in all future communications.
Branding & Identity
The competitive landscape was filled with faceless entities that all pushed the same tropes: unrealistic users, dark backgrounds, long feature lists and just a dash of gatekeeping machismo. We positioned TRUE as the antithesis of that: people-first, benefit-oriented, accessible, bright and refreshing.
With this new perspective in mind, we looked at how to apply it to the brand’s visual identity. UPBrand created a new triangular logo, a simple design that represents the integrity and stability of the brand while nodding to the path TRUE creates for users’ fitness journeys.
We also upgraded the brand’s visual assets, culminating in a large-scale photoshoot that provided the foundation for new advertising and promotions for the brand.
Glad to have team UPBrand. We crushed it. Time to keep the momentum going… Let’s go TRUE!
–David Trulaske, CMO
Website
With a new identity, attitude and a bevy of bright new visual assets, we designed and developed a new website to tell the story more effectively and efficiently. We completely reimagined both the frontend and backend of the site, updating UX and simplifying navigation for both commercial and residential visitors.
IHRSA
IHRSA is one of the biggest tradeshows for the commercial fitness industry. This was the perfect place for TRUE to debut its new look, where all eyes would be on it.
UPBrand developed a comprehensive campaign before, during and after the four-day event. Digital ads using IP and geo-targeting features were combined with social, print and outdoor advertising to take over the targeted area around the San Diego Convention Center.
