B2C • BRANDING • DIGITAL • SMM
WAYtoRow
How We Launched Russia’s Largest Indoor Rowing and Cycling Studio: from Branding and Positioning to Digital Launch, Content Creation and Influencer Partnerships
Client:
WAYtoRow is the largest indoor rowing and cycling studio in Russia. The concept is built around two fitness disciplines rowing and cycling united by a shared philosophy of movement, energy and team spirit
Сhallenge:
Launch the WAYtoRow brand and establish the brand identity across all audience touchpoints from brand positioning and visual identity to digital launch, social media, content creation, ambassador and influencer marketing and building a brand community
OUR GOALS
- BrandingDevelop a cohesive brand concept that brings together rowing and indoor cycling, helping the brand carve out a unique position in the boutique fitness studio market
- Visual IdentityDevelop a new brand platform and adapt it across multiple brand touchpoints from the logo, site, and social media to studio branding, signage, staff uniforms, membership cards and branded merchandise
- Digital LaunchRefresh the brand’s digital presence and prepare two sites WAYtoRow and WAYtoFit for launch with intuitive user journeys and a cohesive visual language, while establishing an authentic social media identity
- Community DevelopmentStrengthen the WAYtoRow community through strategic partnerships with sports influencers and brand ambassadors
WE ARE PROUD
- BrandingDeveloped the brand positioning, logo design, site and social media visuals, as well as the studio branding, signage, staff uniforms, membership cards and branded merchandise
- DigitalLaunched fully functional, responsive desktop and mobile sites for WAYtoRow and WaytoFit, featuring refreshed brand identities
- CommunityOrganized a series of training sessions with sports ambassadors and influencers, including Vladimir Voloshin and Lilia Voitsitskaya
- SMMLaunched the brand’s social media presence from scratch, establishing a clear positioning and visual identity and introducing live event coverage, Reels and training session photography
How we did it
The project was designed as a full-scale brand launch with brand platform development, digital marketing and SMM running in parallel. This integrated approach allowed us to bring different marketing tools together into a cohesive ecosystem and ensure a consistent brand presence across all channels.
Developed the Brand Platform
Established the brand’s strategic foundation and visual identity: proposed the brand name, designed the logo and developed the signature color palette, graphic elements, branded merchandise and studio interior design
Upgraded the Brand’s Digital Presence
Developed two sites, implemented the new visual identity across both platforms and extended the brand’s visual language to social media
Launched the Brand’s Social Media Presence
Developed video concepts and scripts, conducted a dedicated shoot at a rowing venue, managed video editing and post-production and adapted content for multiple social media platforms
Strengthened the Community
Launched a brand ambassador program and engaged sports influencers and content creators
Detailed results
- Unified Brand Communications SystemDeveloped a cohesive brand identity system: refreshed the logo and created a signature color palette, graphic elements, branded merchandise and studio interior design
- Transformed Digital into a Key Brand TouchpointLaunched two sites that seamlessly integrated the new visual identity with the brand’s service offering and user experience. Visitors can explore workout formats, choose their preferred training discipline and membership plan and proceed to booking
- Established the Brand’s Media PresenceProduced a video content concept, organized a dedicated shoot at a rowing venue, managed post-production and adapted the final videos for each platform
- Created a Strategic Approach to SMMPresented a cohesive social media visual identity, organized original content shoots and tailored video assets for various digital channels
How IT WAS
Conclusion