Alpha Link had a strong perception within its network but very little banding. Its existing identity had no structure; they had a strong logo and typeface (that was often combined with random fonts) and a color (any tone of orange).
I needed to identify through the eyes of the brand what made it special and use that information as a starting point to build and modernise its identity in order to define a tone for all social media content and make its communication visually appealing.
These are some of the most recent posts I created for the “box”. As seen on their Instagram profile I created a basic structure where every week I produce and upload 3 different Posts “AlphaTips”, “ThrowBack Thursdays” and “HighLights of the week” in addition to this content every time their is an event, an international day or a special occasion I create ether a post, a story or both to commemorate that specific event. (If it was created as a “story” this can be viewed on the highlights from @alphalink’s Instagram profile.
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During the lockdown the need to move forward literally made me think outside the “box”. We needed to continue, we needed to motivate people to keep training and if gyms were closed the only option was to do your workouts on the cold streets of Barcelona during winter. Leading by example the staff also went out to train and help anyone who wanted to join this movement. The “box” lent out most of their equipment to their existing clients so that they could train hard, as they used to do. Dressed as an underground movement and inspired on N.W.A.’s breakthrough of the Hip Hop movement back in the late 80’s “Straight Outta Alpha” an outdoor training sessions was born.
At the end of each week, I would post as a “Story” (a callout video) to notify each person that the workouts of “Straight Outta Alpha” had been released. Anyone who saw the post could do the workout. The Post was divided into 9 different slides 7 of them for each workout (for each day of the week), one for the callout video and an other for a poster (where I would place selected clients of the “box” in different parts of our city, with the purpose of integrating as many clients as possible trying to make an emotional link with them.
Online engagement was crucial. At this point it was the only way to keep in touch, and interact with clients. Together with the staff, I helped create a number of action such as: “The Quarantine Games”, “Alpha & Friends Podcast”, “Online workouts” and an Internal network.