Tribus
Empowering Women to Unleash Their Potential at a Revolutionary Fitness Hub with a Holistic Approach
Project Type
Branding
Digital Marketing
Achievements
Muse Awards Gold Prize for “Fitness & Wellness Social Media”
Challenge
Tribus is a fitness and social hub in Riyadh that offers curated experiences to youthful women looking to challenge themselves and unleash their potential.
It was founded by 3 Saudi women who rediscovered a passion for fitness and wanted to share their experiences with other women in KSA and help transform lives.
Their dedicated trainers provide inspiring workouts that are never boring and will help members meet their goals, whatever their fitness levels.
The name Tribus is inspired by the power of threes - coming from the Latin word for “three” to reflect the three founders, the three sports of a triathlon and the trio of physical, mental and spiritual well being. It also incorporates the power of community in a “tribe.”
Tribus approached Blue Hat with the name, concept and interior design plans, but needed our help with how the Tribus brand would manifest itself.
Intervention
We began our work with Tribus by running a workshop with the company’s three founders to understand their passion and drive.
Together, we identified a singular aim and purpose: Tribus aims to promote all elements of health - mental, physical and emotional - and empowers a strong, close-knit community.
We came up with a slogan for Tribus that encapsulated its purpose and mantra as a place for women to challenge themselves and discover a new meaning of health- “You Never Know Until You Tri.”
Tribus is not just a gym where members come and use machines alone, but where they experience a holistic approach to fitness and health. Tribus’ fitness and wellness classes are exclusively designed by in-house trainers and experts. We felt it was essential that class names and descriptions reflected that uniqueness, and proposed names such as “Trissentials,Trilates and Tribus Sport - Athlon.”
To build and strengthen this community, we proposed holding group events, competitions and workshops with industry experts that would create bonds between members and staff and provide them with something not found at ordinary gyms.
To ensure staff and members are aligned with the Tribus mantra and purpose, we designed a manifesto to be displayed inside the hub.
We proposed a tiered perks system, where members unlock rewards ranging from complimentary smoothies to a customized locker according to the number of times they enter Tribus.
So that each member’s needs are adequately catered for, we helped design an engaging and unique application form inviting interested women to describe their “fit-story” and training preferences.
Keeping in mind that Tribus is more than just a gym, but rather a community environment, we made suggestions for a heightened experience that would stimulate all the senses:
Complimentary water bottles and freshly made snacks would activate the taste buds
The air would be filled with distinctive scents that create a mood of confidence, motivation and energy.
Color coded wayfinding, a uniquely commissioned piece of artwork and an unusual equipment display would act as a feast for the eyes
Music in key areas would be curated according to the type of class and vibe required.
We also proposed a curated retail corner, offering members a selection of items to compliment their fitness and wellness journey, while generating further income for Tribus.
Tribus’ visual identity reflects its mantra of empowering strong women and encouraging them to push boundaries. The bright neon colors contrasted against a black background are dynamic, bold and powerful - representing Tribus as a one-of-a-kind gym in Saudi Arabia.
We also designed wall graphics for the interior space, blending inspiring fitness quotes with the exhilarating feel of a nightclub, through 3D neon lights, abstract shapes and infinity mirrors.
Alongside their passion for health and fitness, Tribus’ founders have a love for art, which they wanted to incorporate into the gym. With this in mind, we proposed commissioning local artists to add a unique touch to the space that embodies Tribus’ rebellious spirit.
In light of the Covid-19 pandemic, we designed signages reminding gym-goers of essential hygiene measures, incorporating fitness-related imagery such as keeping a “barbell distance”.
Ahead of Tribus’ official launch, we developed an online marketing strategy to boost Tribus’ reach, raise brand awareness and create two-way conversation with the community around all things health and fitness.
To establish a strong presence for Tribus on social media, we developed a selection of themes to guide posts, covering motivation, the concept, updates and content exclusive to Tribus. Each theme or post type would trigger a different psychological response, ranging from knowledge and amazement to inspiration and exhilaration.
We also curated a dedicated newsletter to build personal relationships with members and keep them up to date with updates such as new classes, workshops and offers.
Results
The overall brand we created for Tribus focussed not only on fitness, but rather a hub where women can enjoy a curated experience that is based on a holistic approach to physical, mental and spiritual health.
Alongside community-oriented elements such as events and the perks program, Tribus’ unique attitude to fitness motivates clients to engage with more classes and activities and therefore become loyal members.
The color palette, graphics and manifesto we helped build for Tribus cemented the brand as unlike anything else in the Saudi fitness market.
Tribus’ social media presence is bold, dynamic and empowering, triggering the curiosity of potential members and providing them with content that supports them on their fitness journey.
Each post or story on Instagram encourages two-way conversation between the brand and the clients, fostering shared passions and self expression. They challenge followers to test their fitness knowledge, offer tips and inspire.
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