“Bulldog helped design a world-class brand that has been widely embraced by former members of a local institution”
The Santa Barbara Athletic Club has been an institution in the community for many years and recently branched into a number of new fitness, health and wellness centers. As their leadership team looked towards the future, they decided it was time to refresh their brand identity to set them up for growth. One of the key challenges was how to differentiate the experience for each of their retail locations, while leveraging a uniquely California coastal aesthetic that very few other clubs offer.
Bulldog Drummond was brought in to spearhead the project, which was a collaboration with the SBAC team from start to finish. Our brand strategy team initiated the project with an ideation session and immersed ourselves in each of their locations. We learned what managers, trainers and community members had to say, and scoped their industry to understand what similar gyms, clubs and spas were doing. From there we developed a strategic perspective on naming and brand development, which led us to SWELL—a name that embodies the unique ethos and philosophy of SBAC and the laid back, yet fit, California spirit. SWELL was the foundation we used to inform a vibrant new brand identity as well as all facets of marketing and club experience design.