Overview
Strength training solutions.
Desert Barbell offers sport-specific equipment and education for strength training solutions. Focused on the Powerlifting and Olympic Lifting communities in the UAE and MENA region, Desert Barbell supports novice,
aspiring and advanced athletes in everything they need to get started and get strong. As a supplementary channel for high quality strength sport apparel and products, Desert Barbell handles the distribution for SBD in the UAE.
Brief
In lead up to the official opening of the one of a kind sports club in Dubai, create a strategic branding and communication plan, with exeuction across assets and channels, that will bring together the regional strength training community.
Branding
Inspired by the classic aesthetic of sports clubs, Olympic competitions and 80’s fight posters, the Desert Barbell branding is an homage to traditional sport – the sense of Pure Power, Specificity, Functionality, Education, and most of all, Community.
Marketing
The communication strategy revolved around community building through in-person events, friendly competitions, group training sessions, educational content sharing, and product-focused information.
Apparel Design
As Desert Barbell stands for Strength & Unity, the aim for brand merchandise was to reflect the core pillars of the sports club while building awareness and community following through a shared style. We created custom graphics, supported on production and executed photoshoots for the brand apparel.
Community
Building a community means driving value both on and offline for those that are already interested, somewhat curious or potentially passionate about what you stand for. Being constantly welcoming to new audiences, while consistently relating back to existing ones, is at the core of building a new brand in a captive market. With Desert Barbell, we put the people at the center of everything we did.
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