Signaling Definitions’ unique brand position as the true under-the-radar leader in private training gyms.





Brand Strategy
Brand Identity
Website Design


2005 - Present


For Definitions it’s all about culture. We knew that we had an opportunity to forge a truly meaningful connection with their customers, and communicate just what makes their culture special. Customers come to Definitions for efficiency, results, and hyper-personal service. Not exactly no frills, but definitely no B.S. The right amount of pampering with a heavy dose of ass kicking.

The design, like the business, is completely un-fancy but beautiful and completely truthful. There’s nothing ornate or superfluous here. Straightforward is what gets it done. Definitions has never changed what they offer or their mission but they’ve evolved how they sell it. That ongoing engagement with the public, the continuous reinforcement of the company’s value in the lives of its clients, is a conversation we help to mediate for Definitions by design. And because of our well-synthesized relationship with the client we’re incredibly nimble: providing creative direction for every endeavor, writing copy, designing ads, and personifying their culture in ways that continue to be truthful and resonant.

By working so closely with owner Joe Barron we can measure the success of our every move practically in real time. Analytics allow us to tailor creative assets for specific demographics and tinker as needed to maximize the results. Case in point: a recent series of on line ads were TOO successful, pulling 2.5x those of an earlier campaign. Customer response was so great that the gym was having trouble matching available time slots with new clients. A problem all of our clients wish they had.  

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