how it started
When the team at the Goat House Gym reached out to me, they were working on raising money for the opening of their gym and still in the process of securing their location. Their energy, ambition, and passion was infectious. I immediately knew I wanted to be on their project.
challenges
Being brand new business owners, relatively new to this rural community, with no website, no logo, and no social media account, opening a state-of-the-art gym without having a physical space to help people see the vision was a challenge in itself. The Goat House ladies, though super passionate about their mission to create a healthy space to find community and embrace fitness, didn’t know where to start with their brand journey and were worried about how their plans to open a gym comparable to those found in metropolitan areas would be received by a majority conservative, working-class community.
our strategy
Develop energizing, instantly recognizable visual branding
Communicate goals, value proposition, and company mission
Build a loyal following
Brand design
Their passion for the outdoors, and origin of their brand name being tied to the peaks visible in the mountain range towering over this little valley (East Goat and West Goat), inspired our design of the Goat House logo; a tilted G with two mountain peaks running through it.
Our desire to create a vibrant fitness community and an energizing space to exercise in inspired our use of the Goat House green, a bright and unapologetic chartreuse.
Off-Black
Goat House Green
event marketing
To get started building a community without a physical location, we decided our most impactful form of marketing would be to focus on our social media presence, as well as event marketing. We got the Goat House team involved in as many local events as we possibly could, talking to people on the streets, participating in charitable events, and organizing our own fitness and wellness-focused events such as stand up paddle board safety clinics, circuit training classes featuring a live DJ set and beer social, a membership drive kick-off party, and Sunday Supper: a series of dining and educational events featuring talks led by local wellness experts.
The Results
These events helped build trust in the brand by connecting the Goat House team directly with members of the community. With the space not being ready to welcome members, this was absolutely essential.
When the space was finally ready to open, their opening week was a smashing success, selling over 50 memberships in the first 2 weeks.
Back
event marketing
My favorite part of the collaboration was the brand design process and just overall getting to work with such a talented creator. I really have enjoyed working with Simone. She is so professional and with it. Deep diving into the psyche behind our business and finding our true values was incredible. She has been nothing but positive and encouraging throughout the process and is a wonderful person to work with.
“Simone keeps my business partner and I on track and has helped us in ways I didn't even imagine.
Camryn Bukowski
Gym Owner and Personal Trainer
Simone is so professional and she’s guided us through each step along the way. She not only designed our brand, but she took the time to understand our vision and values, guiding us in conversations and decisions that helped create a brand that fits the company perfectly. Because of our partnership with Brass and Honey, we’ve seen so much more community involvement and feedback. Simone knows how to focus our web presence to maximize member engagement. She is also a great teacher so I know I’d be in good hands through any difficult marketing problem.
"our marketing and branding is in expert hands.
Kaz Matthews
Gym Owner
Are you looking to take your impact-driven brand to the next level and connect with a like-minded community too? Let’s build it .
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