Firefly
The real fitness brand every mum needs now
Post-baby, finding something for yourself can be tough with littlies constantly in tow and a whole new body to get used to. Mums – from the box fresh to the super-experienced – deserve a way to get fit and strong, without the childcare barrier.
This spicy little brand, with a body positive narrative and holistic approach, is just so right for now. We devised a brand strategy and named the company Firefly, inspired by its founder.
What we did
– Brand strategy & naming
– Visual and verbal identity, plus mini guidelines for on-the-go
– Marketing review and member acquisition strategy
– Brand new website and booking system
– Apparel design including sweatshirts and sportswear
– Email flows and templates
– Social content, teaser campaign & launch activity
– Poster, promotional postcards, flag banners
– The cutest kids' stickers
The visual and verbal identity was designed to feel active but welcoming to all, ditching soft pink in favour of vibrant, zesty shades.
The strapline, ‘fitness for real lives’ is supported by 3 pillars – real bodies, real lives, real fitness. These help focus content and copy, with the tone also focusing on anti-perfection, authenticity and rebelliousness.
With the strategy and visual identity established, we launched the brand on social with the cheeky tone.
The website was vital to tackle the challenge of attracting new acquisitions and converting them, plus serving all the members' booking needs. Our UX team ensured key journeys were immaculate, and the designers brought the vitality of the brand to every page.
We built on Wix Studio, as it offered sleek booking functionality combined with great design opportunities, plus it was ideal for the budget.
We devised key email flows for Firefly, and provided the team with templates and training to allow them to take most of the ongoing work in-house. We continue to support this personality-packed brand and its community of members and their kids – and can’t wait to watch it get 'fit and strong'!
“Hooey guided me through everything, from naming my business to launching apparel. The continuous support I’ve received as my business evolves has been invaluable.”
Sophie Aldred, Firefly Founder