Jumpman, Paris's pioneering trampoline fitness studio since 2016, faced the challenge of redefining its brand identity and digital presence to support its expansion through franchising. They partnered with OKAD Agency, renowned for full-cycle marketing and branding services, to revitalize their brand, attract both B2C and B2B audiences, and position themselves distinctively on the French market.

Client's Challenge

Jumpman's original branding lacked the cohesive identity necessary for scalability and differentiation. The existing visual style and online presence didn't fully resonate with the vibrant and sophisticated expectations of Parisian consumers. Additionally, Jumpman needed a robust digital strategy to attract franchise partners and clearly communicate their unique business model.

OKAD Agency’s Solution

OKAD Agency initiated the project by conducting extensive market research, audience analysis, and competitive audits to tailor Jumpman's new brand identity specifically for the French market.

Three innovative branding concepts were proposed:

• Energy, Power in Motion: A bold, aggressive style inspired by sports and graffiti culture.

• Neon Beats: An urban-centric visual style emphasizing neon aesthetics and social energy.

• Phantom Stage, Elegance in Motion: A theatrical approach, using the trampoline as a metaphorical stage, creating a unique space for performance and self-expression.

The client embraced the Phantom Stage concept, highlighting theatrics and artistic flair. The existing mascot—a beloved bulldog—was transformed into a phantom-like character reminiscent of "The Phantom of the Opera," incorporating flowing capes, dramatic lighting, and dynamic gradients.

The website redesign featured:

• An engaging UI/UX with fluid animations and interactive elements highlighting motion and energy.

• Conversion optimization structures tailored separately for individual consumers (booking workouts) and franchise prospects.

• A complex, visually appealing compositional grid reflecting the new theatrical brand identity.

Additional deliverables included bilingual brand guidelines, graphic assets for social media, and compelling franchise presentation materials.

Results and Client Feedback

The rebranding positioned Jumpman distinctly in the Paris fitness market, enhancing brand recognition and appeal. The refreshed visual identity successfully preserved cherished elements, particularly the mascot, while elevating the overall brand aesthetics. The new website effectively addressed both consumer and business needs, significantly improving user experience and engagement metrics.

Jumpman's franchising initiative received a robust strategic and visual framework, simplifying franchisee recruitment and onboarding processes.

Client feedback highlighted OKAD Agency's strategic vision, innovative design solutions, and the seamless execution that brought clarity and consistency to the Jumpman brand.

Key Takeaways and Recommendations

• Tailored market research is essential to align brand identity with audience expectations.

• Unique storytelling concepts can effectively distinguish brands in competitive sectors.

• A dual-purpose website design enhances user experience and conversion rates for varied audiences.

• Maintaining core brand elements while innovating ensures brand loyalty and attraction.

Why Partner with OKAD Agency?

OKAD Agency specializes in digital branding, interface design, and marketing strategies tailored specifically for startups and expanding businesses. Our experience with international and culturally nuanced markets like France ensures your brand resonates deeply with local audiences while maintaining global appeal.

FAQ

What is involved in rebranding a fitness business? Rebranding involves comprehensive market research, redefining visual and strategic brand elements, creating new assets, and implementing a cohesive digital strategy to reach new audiences.

How long does a rebranding project typically take? A complete rebranding project, including research, concept development, and asset creation, typically ranges from 2-4 months, depending on complexity.

Why is a dual B2C/B2B website important? A dual-focused website effectively addresses individual customers and potential business partners, optimizing user journeys and increasing conversion potential.

How does visual storytelling benefit brands? Visual storytelling creates emotional connections, improves brand recall, and clearly communicates complex brand narratives, distinguishing your business from competitors.