Benefit is an unconventional fitness center which specializes in strength and conditioning routines, yoga, HIIT Burnout, dance fitness, mix martial dancing, meditation and muscle hypertrophy.
When they approached Pearl Enterprises to design an advertisement campaign for them, we thought it was a fun task to find their visual identity, as such a fitness center had never existed in Kolkata previously.
Our target audience for the campaign was the youth who thrives on energy, working out and being trendy in all aspects of life. As we were brainstorming ideas to attract the youth to this campaign, we were then struck with the idea- NEON.
The youth resonates with neon which they consider to be a ‘vibe’ and cool. It is trendy and youthful. The youth is also a fitness fanatic, who love going to the gym and keeping up with trends in exercises. Neon colours are stimulating and energetic and those are exactly the benefits of working out.
So, we at Pearl Enterprises thought of adding the two together and making the ultimate combination for Benefit’s advertisement campaign, where fitness meets trends. Thus, the advertisement we have designed incorporates the themes of ‘trendy’, ‘youthful’, ‘cool’, and ‘energetic’.
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