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Print Design
Social organic and paid ads
Creative direction
Art direction
Campaign strategy
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Vanquish Fitness was founded in 2015 by founders Ollie Maloney and Ruben O’Brien. The brand originated in North London from making t-shirts in their back garden. 9 years on, they push out 50 collections a year of high quality fitness wear and partner with some of the biggest influencers in the game.
Anyone in retail will tell you that Black Friday is one of the most important campaigns of the year, with the ability to triple revenue within a few weeks. The hype is real. With this in mind, I came up with a strategy and designs to help us at Vanquish Fitness stand out from the crowd.
Before anything else, I needed to work out the visual look and feel for this campaign. With so many ads for Black Friday, I wanted us to stand out but still hold the personality of the brand. Introducing colour with this subtle cream but holding on to our personality with the classic Vanquish black.
Using fonts like Podium and Cylburn I created a stylised lock-up that was bold and memorable. we used this throughout the campaign in ads, socials, flyers and all over our pop-up store.
The campaign
Our mission was to make 3 million during the Black Friday period. As you can imagine, not an easy feat. With this goal in mind, we created a formula for the campaign including a warm-up sale, an incredible Black Friday deal of up to 80% off, a pop-up store, a social media strategy to create hype and intermittent ‘Hot Deals” which added extra discounts to various products for short periods throughout the sale.
One of my main jobs was to come up with the visual concept for the campaign. As many brands would be using the colour black throughout this period, I wanted to create a backdrop for our images which screamed
“BLACK FRIDAY” in colour.
We bought over 100 boxes to create our set and 90 metres of branded tape. setting a scene of our warehouse packaging all the Vanquish product during Black Friday. The set enabled us to create depth in our images, play around with different looks and
have a lot of fun!
Social
Once the campaign was shot, it was time to turn this into social assets which would showcase our Black Friday deal. All these were shown on organic and paid ads to gain us more sales on the run up to and during the sale period.
The pop-up
We set up a pop-up store over the weekend before Black Friday to give back to our community. This allowed our consumers to see our current and up-coming collections in real life for the first time. Following on from this we carried out a second event at a gym nearby to involve all those who wanted to lift with our athletes.
In this store I designed anything from changing room tags to logo signs, the window stickers where people could scan to go to our online store and QR competition signs to gain leads and build our consumer data.
On the lead up to the pop-up I created flyers for both events which we distributed around London. I also made business card sized discount cards which we placed in gyms in the East of London near our store.
