The Boys and Girls Club of Woburn approached Allen & Gerritsen to create a strong visual identity that would give them a presence in local communities. We created a campaign that gave the club a voice from the perspective of their members. The challenge was in designing a system that the club members could own and continue to execute themselves.
In a market oversaturated by “Big Box” gyms a fitness club startup with an ad budget of $2,000 is outmatched a thousand to one. Bodyco was opening a gym at the height of the recession — a climate that was bringing these behemoth chain gyms to their knees. These challenges presented great opportunities, to be competitive in this market we needed to play by an entirely new set of rules. Instead of building an advertising campaign we focused on building advocates for the Bodyco brand by creating an experience that members had to tell their friends about.
The community is taking notice. Only six months after opening, Bodyco was voted “Best Health Club” by readers of North Shore Magazine.
While working at Allen & Gerritsen I was tasked as an art director in the rebranding of the Ninety Nine Restaurants. This effort included: new menu design, to include limited time offer menus every three months, new beverage and dessert menu, all promotional materials, marketing strategies, video and new website design. I was also tasked with the art direction of the photo shoots, to include food styling and color correcting.
Best Buddies is a nonprofit organization dedicated to establishing a global volunteer movement that creates opportunities for one-to-one friendships, integrated employment and leadership development for people with intellectual and developmental disabilities.
The Best Buddies organization teamed up with Lucky Strike Lanes to solicit donations in support of their cause. The assignment was to create a provocative campaign with the title “How Big are Your Balls?” Reaching a target market appropriate for Lucky Strike Lanes, we enticed patrons to tell us how big their balls were by submitting small, medium, or large donation cards that were promoted by their waitresses. I created a logo for this benefit to include signage and advertising promoting the event.
After competing with a number of agencies for the business, I was awarded the opportunity to create event specific T-shirt designs for the 2008 USA Rugby Championships. These collector items were a big hit, and saw the biggest increase in sales in this events history. The T-shirts where sold out on the first day of a three day event.
