BODY & POLE
Creative transformation in boutique fitness
Boutique fitness is one of the fastest-growing sectors in fitness. Body & Pole has long been the 800-pound gorilla in the aerial-dance end of the market. Their NYC studio is a training home to national and world champions and the center of an almost cult-like community of believers. Leadership wanted to reimagine its visual style and articulate the many layers of its story. In doing so, we also helped seed the brand’s future in streaming services and speed its expansion into new geographies. The job was simple: build a brand that’ll build a movement.
WHAT WE DID:
Purpose
Naming
Logo
Identity
Strategy
Messaging
Advertising
Digital
Photography
Interior design
Experience design
Video
Apparel
Website
B&P got a full overhaul. A new brand purpose that links world-class athletes to the artist, athlete and performer in everyone—brought to life with a voice that challenges and inspires.
The identity work is grounded in artistry and infused with confidence. Messaging is inspiring, personal, competitive and evocative. A bold new logo allowed for expansion into new disciplines. The black-and-white aesthetic created an attitude to match B&P’s home city. Every interaction with the new B&P brand invites you into the community and challenges you to find more within yourself.
“grove was huge… we always wanted to take this brand to a bigger, more inspiring, more personal place. grove took us there.”
KYRA JOHANNESEN, OWNER & CEO
Body & Pole
New identity in place, we began a complete redesign of the site and a re-telling of the story. The new site is at once more premium and more personal, as inspiring as it is easy to use.
