VARIIS App Launch (now Equinox+)
THE CHALLENGE:
Put the EQUINOX and SoulCycle and Y7 experiences all into a single app, maintaining their unique brand identities hosted under a single umbrella, and deliver a breakthrough launch strategy.
My team was in charge of all content for this first-of-its kind fitness app, pulling from the overlapping areas between each brand to create something wholly new and delivering copy, motion graphics, and video assets across all touchpoints, including web, social, email, and in-app messaging.
One Brand From Many
OUR APPROACH:
Variis provides expert instruction from several distinct preeminent brands, including Equinox, SoulCycle, Precision Run, PURE Yoga, HeadStrong, and more. In order to deliver a cohesive experience across all of them, we decided to integrate elements they had in common into a new parent brand.
After much experimentation, the right mix ended up blending the luxury minimalist aesthetic of equinox with the vibrancy and contrast of SoulCycle and the tech-centric energy and disruptions of Precision Run. This pertained to all videos and motion graphics, all copy and content, logo & mark, and overall brand look & feel.
Below, I’ve included a collection of visuals that showcase this crossover.
