John Moeller

NYSC: Identity + Product Design


NYSC: Identity + Product Design

Problem: New York Sports Clubs had dominated the East Coast in the 90s. Not having evolved with the times, by 2015 they were being destroyed by ClassPass and new boutique gyms and had lost market share.

Solution: Qualitative research pointed us to what NYSC lacked that their competitors were doing better: a giving customers a flexible, personalized experience. Flexibility and “Fitness that Fits You” became the platform for the rebrand and redesign of the digital experience, driving the product direction. The new identity focused on a healthy, positive, inclusive experience, while all the digital tools and language we created for the brand emphasized the flexibility of classes, locations, and flexible pricing packages.

Results: The new work had an immediate impact on revenue and conversion, and following the rebrand launch in November 2016, NYSC’s stock value (NASDAQ: CLUB) increased over 200% in the next year.

Creative Direction. Agency: Kettle.