Garage Gym Reviews is a renowned fitness and lifestyle brand who boasts an extensive online presence with over 800,000 followers across various social media platforms. They specialize in reviews and recommendations for home gym equipment, catering to fitness enthusiasts, athletes, and those looking to build their ideal workout spaces.

Objective:

Despite their established authority in the fitness industry, Garage Gym Reviews had never ventured into the world of merchandise. Recognizing this potential, they hired my studio to create an entire merchandise collection from concept to execution for their audience.

Strategy

Step 1: Brainstorming the Theme

We initiated the design process by conducting brainstorming sessions with the team. Together, we determined that the overarching theme for the merchandise designs would be "Home Gyms Are Better." This theme was chosen to resonate with their fitness-focused audience.

Step 2: Aligning with Audience Preferences

With the theme established, the GGR team jumped into discussions on how best to implement it into designs that would resonate with the audience. Considering their viewership on YouTube and their passion for fitness, we aimed to create designs that would connect with them on multiple levels.

Step 3: Exploring Design Options

Given their debut in the merchandise space, we had ample room to explore various design options. We decided that, for the majority of the designs (3 out of 5), it was important to maintain consistency with the sleek, modern, and minimalistic branding of Garage Gym Reviews. We also opted to introduce two playful design alongside the more brand-consistent ones. This decision was made to gauge audience preferences and better understand their tastes and interests.

Step 4: Design Work Start

Once the design directions were finalized, we commenced the design work, ensuring each design captured the essence of the theme while aligning with the brand's identity and audience preferences.