Slim Jims Health Club Brand Campaign

Role: Sole Creative

Slim Jims Health Club was the longest serving health club in the city of London – keeping professionals fit for over 45 years. At the time, they were looking for a 6 month campaign to bring some cohesion to their fragmented identity and create stand-out amongst the highly corporate and ‘serious’ health clubs in the area.

Without a discernible look and feel or tone of voice, the ambition was to use their KSPs to craft a personality and a campaign. As they couldn’t compete with the bigger city chains on facilities alone, I decided to highlight the smaller, more personal services that they offered – from the in-house barber to a members’ laundry service – in a way that was in keeping with their quirky, retro decor and friendly approach.

From concept to copywriting to design, I created the campaign from scratch.

Deliverables: Creative Strategy & Brand Positioning | Concept | Art Direction | Design | Copywriting