Desert Barbell

Client: Desert Barbell
Date: February 2019
Services: Brand Strategy, Identity Design, Marketing Strategy, Photography, Content Creation, Digital Marketing, Social Media Management, Apparel Design.

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.

Outcome

Desert Barbell Sports Club launched in December 2018 in Dubai, and continues to operate today with strategic partnerships with both national and international Powerlifting and Weightlifting entities.

Client: Desert Barbell
Date: February 2019
Services: Brand Strategy, Identity Design, Marketing Strategy, Photography, Content Creation, Digital Marketing, Social Media Management, Apparel Design.
Visit Website

Leave a Reply

Your email address will not be published.