Michelle Bridges appoints The Works for strategic brand review
Michelle Bridges’ 12 Week Body Transformation program has appointed Sydney agency The Works to oversee a strategic brand review of the business ahead of a push into the US market.
It is understood Bridges had previously worked with Interbrand for around a year on brand architecture, although it is thought that was not an ongoing relationship when a competitive pitch was called.
Vannesa Tui, brand and marketing manager, told Mumbrella: “The Works have been absolutely fantastic in terms of their ability to understand us as an individual client and not box us into a category and assume we fit that box. And as such they have given us a unique personality and a brand that matches. We believe that the strategy and the creative moving forward has allowed us to gear our business for substantial growth in the long term future.”
The Works will carry out a strategic review of the Michelle Bridges brand and develop a unified brand and design platform.
In a statement: Bridges said: “As we push ahead with plans to move into new countries it was time for us to look at the brand, where it is positioned in the wellbeing, fitness and health space and where it is heading over the coming years.
“The Works’ experience in strategic branding drew us to them and we’re looking forward to working with them.”
Douglas Nicol, creative partner and director at The Works said: “The Michelle Bridges brand is a strong one that has experienced rapid growth across its various businesses. But as is common with most new enterprises a unified brand strategy and identity often gets forgotten in the mission to deliver and maintain that success.
“We’re working with Michelle and her team to deliver a comprehensive strategic brand repositioning as well as a new look and feel that will propel the business to continued growth not only in Australia but other international markets.”
The Works’ other clients include Jim Beam Global, EnergyAustralia, NRMA Group, Tetley tea and Keno.
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