Challenge
Create a brand identity, culture and web presence that introduces AFG as THE industry leader in fitness management and THE premier franchisee group for Orangetheory Fitness.
Discovery
The AFG brand, site and content needs to feel as active as their product. The same energy that comes with an Orangetheory experience should be felt within the brand. The AFG site needs to be a place of action and inspiration with original content.
Activation
We first designed an AFG identity package that complimented the Orangetheory Fitness brand, and gave AFG a top tier position within the OTF franchise system. Informed by the brand identity, we then created a suite of content platforms – Orange Reels and Coach’s Corner – and an online forum – The Juice – to collect and present AFG’s original content.
With the brand identity complete and the platforms set, we created the first wave of AFG original content including:
• A showcase piece connecting the AFG founder to the very creation of the Orangetheory concept
• Emotional storytelling featuring the journey of an AFG member that became an OTF trainer
• Set of Austin-area lead coaches features