1. Good Gym Brief
Background
www.thegoodgym.org
The Good Gym pairs runners with isolated less-mobile people in their area. Runners
jog to their house, deliver something nice, have a brief chat and are on their way
again. It helps people get fit by providing a good reason to go for a run and it helps
the person being visited by giving them someone different to chat to who brings
them something useful as well. The Good Gym is running in Tower Hamlets, before
launching a version that can be used more widely across London.
The brief for Good for Nothing
Repositioning the brand:
Good Gym aims to make volunteering and doing good in your area feel urban,
exciting and different. We aim to align the brand much more closely with Nike
than with Age UK. It needs to feel sharp, clean, and aggressive. We aim to mobilise
people who don't normally volunteer; young professionals and those who think
they're too busy to get involved. To help us reach this audience and to help re-
position the brand, we'd like you to design marketing material and collateral that
will help us move in this direction.
Outputs we'd like to see:
1. Visual identity including logo and colour scheme
2. Design runner profile pages for the website. Each runner will have a profile
page with a photo and details of the various runs and missions they’ve done.
Runners will gather points for their expertise and track record. Design online
‘badges’ for: Fastest, Most improved, Late night runner, Early Morning
Runner, Most regular, Most runs, Most friend referrals, Group run veteran,
Veteran runner, Long distance
3. Design iconography for types of group runs: Running, Upper body, Charity,
Painting, Cleaning, Carrying, Tidying, Gardening
4. Designs for flyers, posters and stickers to raise awareness and interest
5. Improved copy for website reflecting new sharper positioning
6. Photographs/ideas for marketing campaigns
2. Limitations:
We'd like to keep the colourways roughly the same Red/white or black/white
Keep in mind:
We run on a very low budget however we can afford a print run of some kind and
would be keen to have some actual outputs at the end of it (perhaps stickers/flyers?)
What we have to work with:
High res current Good Gym logo and identity elements
Visual references:
1. This has good credible urban feel:feels active, exciting new:
http://www.youtube.com/watch?v=EP0S5OuZZHU
2. Another Nike one- slightly too grand but nice visually:
http://www.youtube.com/watch?v=HAUc8Kxwm8Y&NR=1
3. One by Dan! Like the realness ad no-nonsense-ness of this one. Also gives a
sense of what its really like.
http://vimeo.com/16691502
4. Not like this- too friendly,funny, silly, worthy:
http://www.youtube.com/watch?v=DE53KxWm1xY
5. New Balance have a similar colour scheme to us, might be useful reference for
text layout and tone of copy :
http://www.newbalance.co.uk/
Good Gym references:
Runners' World Mag:
http://www.runnersworld.co.uk/motivation/runners-world-heroes-2011/6709-5.html
BBC new piece:
http://news.bbc.co.uk/local/london/hi/people_and_places/newsid_8869000/886916
8.stm
Contact details: Ivo Gormley
ivo@thegoodgym.org
