LOVE THE FEELING

This Holy Grail sums up aptly of what Jatomi is all about. Rather than focusing on the physical aspect, Jatomi embraces members to explore a softer side everytime they step into the gym. It all about the feeling of members feel, be it from staff interaction to just a purely personal privacy of the member’s locker room. By doing it, members will feel good, fall in love with the feeling and ultimatley feeling fit! It’s this bold, visionary approach that is set to make existing and potential members think and act differently.

We recommended members’ aspirations should take the centre stage and let fitness goals be the secondary – and staff were no exception to this too. Additionally, we focused on bringing the energy and playfulness of the members together with the friendly personal trainers, to life. To signal this, we designed a series of collaterals in a cheeky, less static and approachable way.

Our strategy worked well and improved members sociability within the gym in a positive, effervescent way that created clear, defendable territory for Jatomi.