Pure Barre Evergreen Marketing
Pure Barre is the largest, most established barre franchise with over 600 studios across North America. Inspired by ballet, yoga and pilates, our musically-driven group classes focus on improving flexibility and cardiovascular health, and increasing strength for people at every fitness level.
When creating content we lead with our brand and premium value. This is executed by leading with emotion evoking headlines, followed by the call to action to drive trial, memberships, and utilization, and referral lead generation.
Timeline:
2020 - Present
Responsibilities:
Lead by the Art Director, and collaborating with marketing managers and sales team to develop Pure Barre’s visual identity through the use of social campaigns, photo manipulation, monthly promotional emails, and presentation design to support our franchise partners.
A Note from the designer
In 2024, Pure Barre underwent a brand elevation. We began by reworking our email designs, as they generated the majority of our leads. We refreshed the copy, leading with emotionally driven headlines followed by the offer. We reevaluated our brand colors, removing lighter, airy, and more feminine tones, and introduced a bolder, edgier, and more dynamic color palette.
Our photography was darkened, and we pulled back on harsh color blocks and abrupt image crops. Instead, we transitioned between elements using gradient floods for a smoother, more cohesive flow. We removed the secondary serif font and focused on our primary sans-serif brand font, Raleway, while introducing a secondary font for special campaigns.
We placed greater emphasis on short-form content by creating dynamic reels featuring animation and edgy video editing. We're also introducing long-form educational content to further showcase why Pure Barre is the leading Barre brand. By strategically understanding the goal of each project, anticipating how users and members interact with the design, and creating with intention and brand consistency, we successfully elevated the (brand name) experience.
