Window display, promotional advertising on the London Underground, telephone boxes, light pillars in West End, as well as leaflets, web banners, email templates and social media.
YMCA Club is the largest gym facility in central London and is a part of Central YMCA, the world’s founding YMCA and the UK’s leading health, fitness and education charity.
The main focus for this campaign was to target men and women aged between 25-50 with an interest in leading healthier lives and who are looking to join a health and fitness club. This was primarily done through online and offline advertising through popular London based magazines and by increasing our brand presence in the local area with outdoor advertising.
General theme: London’s best kept secret: The ‘idea’ is to follow 2 people around a gym for a day – essentially the idea to build up a ‘secret surveillance’ dossier of them.
Style and tone: Using as source material films like Minority Report and the Bourne trilogy which give the ‘real’ look – high tech surveillance, high tech graphics. As this is ‘secret surveillance’ the models “real members of the gym” will not be playing to the camera – so not posing, not smiling at the camera etc.
I directed the photoshoot and liaise with photographer, created artwork for window display, promotional advertising on the London Underground, telephone boxes, light pillars in West End, as well as leaflets, web banners, email templates and social media.
Working with Elisavet at Central YMCA left me in no doubt at all that she is a first class designer with fantastic creative abilities, great attention to detail and incredible patience! Even when workloads were demanding, Elisavet delivered design work that was often far over and above expectations, whether working on complex, multi-stranded marketing campaigns or one-off publications and pieces of marketing material.
Former, Head of Publishing, Marketing and Communications at Central YMCA