Although the challenge lasts only 30 days, the same creative will run year-round, our goal was to keep the campaign evergreen with a twist. We kept the overall design simple to let our dynamic and empowering imagery shine on its own. The campaign logo lockup was kept minimal, without the use of textures (which is part of our brand tool kit). Instead, we applied a radial effect to our brand gradient to emulate the new red lighting that studios are implementing. This effect is carried throughout the campaign.

The First 10 Challenge is designed to educate new members on what Pure Barre is, introduce our four class formats and their benefits, and highlight our empowering community. We developed a social carousel to help franchise partners easily introduce the challenge, along with a landing page that can be linked to a QR code on print materials. This gives new prospects an additional resource where they can learn more and read inspiring testimonials from real members. We also include fresh email designs in our monthly SOP documents, providing studios with ready-to-use assets to engage new prospects throughout the year.