Antimony Studio Showreel

THE ROAD TO A FULLY INTEGRATED STRATEGY

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The multi-million dollar development launched in 2020 and has recently been nominated for several business awards both in Tauranga and in NZ. With 500+ Active members and a weekly local farmers market to further support the local community, Redefined have truly integrated within their chosen environment.

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UNDERSTANDING THE MARKET

In 2018, New Zealand was the first western country to implement a $600 million ‘wellbeing budget’. This reflects why health and fitness is one of the most stable and fastest growing industries in New Zealand with 700,000+ current health club members nationally. Being a brand new concept in a $4.2 trillion global market, this project required deep analytical and critical thinking before formulating a long term go-to-market strategy for the business. For ReDefined, the Papamoa community is the second fastest growing suburb in New Zealand, with yearly growth of 7-10% predicted from 2019 - 2024. Our team created a predicted catchment pool of potential members, and  implemented a plan to connect with them across a three phase program: Pre-Launch, Launch & Post Launch mimicking strategeies that aligned with Everett Rogers Innovation- Adoption curve

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PLACE MAKING AND WAY FINDING

For many people, holistic health is still an abstract concept. The patterns were designed to illustrate a new design language reflective of the Redefined concept, aiming to make these ideas easily identifiable and relatable. This allowed us to bring together all the pieces of the puzzle through a contemporary, colourful and unique visual identity. This opened up new ways of telling stories for the brand, setting up a human centred way of communicating that could work across a variety of  online and offline platforms. For the space itself, the system needed to be utilised in finding ways in which the team and members could identify different areas or modalities in the space.