Our brief was to evolve REUNION into a nationally recognised brand.
The caveat being — we weren’t trying to reinvent the brand in its entirety, but push it forward into the second phase of its life.
Secondly, we needed to give REUNION a ‘why’ and build on its strengths whilst removing its current weaknesses.
Finally, we needed to create excitement and extend the brand to its furthest reaches using the most expansive outlook possible.
With over 50 years of experience REUNION’s goal is to radically step in and REINVENT the whole health and fitness industry, simplifying the process and giving people real purpose and reason to get active.
"REUNION is a health and fitness brand, and having gone through a difficult lockdown period, saw an opportunity to move into a new chapter of growth and prosperity. As part of this metamorphosis, we looked to our branding as a major part of this and considered many options regarding the approach to evolving it.
We had heard of xAgency though their stellar reputation in the industry, and through our process of selecting an agency to assist us with this task, xAgency stood out clearly after we met with our shortlist.
This turned out to be the perfect decision. xAgency’s attention to detail, and their ability to come to grips with our brand was beyond what we expected.
What we thought might be a simple brand refresh allowed us to transform our own views of our brand, moving from a more typical approach to branding, in our case, with an italic 'R', into a dynamic branding that showed movement, our personality, and that there is more to us, and urging our market to RE-think their health and fitness decisions.
xAgency's insights to our target market, and their ability to help us refine our own plans was rather remarkable, considering we initially thought we were going in for a simple brand refresh. Not only did they nail the brief on brand evolution, their insights proved invaluable to our internal discussions and forward planning.
Consummate professionals, genuine human beings, and skillsets that put them at the top of the game, xAgency are the best at what they do. I can’t recommend them enough, although I will certainly try."
CEO & MANAGING DIRECTOR of Reunion Training
PREVIOUS LOGO MARK
LOGO MARK EVOLUTION
REMOVING THE COLON
In pre-digital times, ‘RE:’ always stood for “regarding” or “in reference to”. In the current world of email, “RE:” has taken on a different meaning ie. “In reply to”.
This gave reason to remove the colon and own the word ‘RE’ in a much more effective way; as a prefix: which means to ‘repeat’ or ‘do again’.
We could be much more clever, descriptive and ultimately make a lot more sense.
Think… Redefine, Refresh, Rebirth, Rebuild, Reimagine, Reengage…
Co-founder and U.S. CEO of Afterpay