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New Zealand committed $600 million to its national wellbeing budget, signalling a structural shift in how the country invests in health. With over 700,000 fitness club members nationwide and a $4.2 trillion global wellness industry, the opportunity was clear. The execution required precision.
Papamoa is one of New Zealand's fastest-growing suburbs. Entering it with a holistic wellness proposition required incisive competitive analysis and a phased go-to-market plan. Antimony developed a three-phase strategy informed by Everett Rogers' Innovation-Adoption Curve to sequence awareness, trial and retention.
Make holistic health relatable, and give it a sense of place. We built the strategy, the identity and the spatial experience as one, so the brand worked the moment a member walked through the door.
Our strategy worked on two fronts: make holistic health relatable and create a sense of place. We delivered a contemporary visual identity and an intuitive wayfinding system within the centre. The design narrative enhanced brand storytelling and fostered genuine belonging among members.
Antimony created an atomic graphic system, flexible across every brand touchpoint. The logo drew from visual research into sacredness for New Zealanders: mountains, meeting places and the Marae. A family of secondary shapes represented place, wellbeing and community through triangle, diamond and circle.
The creative direction built a layered brand narrative across the full client journey. It expands and contracts as needed, connecting the brand's offerings and physical space with members and the wider Papamoa community. Over 500 active members, and named New Zealand's best health and fitness facility in 2023.
