#NinjaForce
Heart & Soul Kids Activity Center was looking to expand their program offering with a ninja/parkour program: #NinjaForce. Originally the studio had purchased the licensing for Ninja Zone but felt like the curriculum didn’t fit the needs or high expectations set by in-studio classes. They decided on the new name and handed the rest off to me!
The scope of this project included developing a secondary brand icon, t-shirt, and the launch campaign for the program. The estimated goal to fill classes to capacity was six weeks from the initial launch.
Our first mission (pun very much intended) was to develop a ‘ninja’ logo that fit the athletic but playful vibe of Heart & Soul. I loved developing this whimsy logo and the detail that took it from flat vector to the real deal was… the eyebrows. I’m not even kidding! We spent a decent amount of time working out the size and shape of the eyebrows to give the logo that final touch.
Seeing that #NinjaForce was a relatively new concept to not only the Heart & Soul studios but the kids-focused activity centers in the area, we decided to lean heavily into building brand awareness through a paid advertising campaign on social media. We also chose specific, family-oriented media outlets to share our launch and information with in the weeks ahead of the program’s launch. Internally, we targeted clients with a holiday email campaign centered around the new program.
Well… all of this hard work really paid off. The original goal for capacity was six weeks from launch and it filled in literally half that time. Every spot was spoken for three weeks ahead of the first class date! I’d like to think that our campaign did most of that, but I think the teachers and staff being just as excited as the students did too.
“Like a gymnastics class at Heart & Soul, students have the space and tools to progress at their own pace while building a love of health and exercise. By allowing children the space to flourish they become stronger and more confident in themselves, making them the ultimate ninja.”
Hats Worn: Logo Design, Copy, Social Media Strategy