We’ve been working with DoDay from day one, helping the brand change the way people feel by changing how they think about going to the gym.
Michael Behrakis, Founder
DoDay
— Work
What we did:
Gym owner and PT instructor Michael Behrakis is a genuine pioneer in the physical fitness sector. His way is more thoughtful. He listens to what people want, but more importantly, he understands what they need, creating an environment where they feel happy and supported on their fitness journey.
The DoDay approach is about breaking down the barriers that stop everyday people from experiencing the benefits of strength training. Reducing gym intimidation, making strength training fun and guiding people to a balanced lifestyle that will see them enjoy sustainable results.
We took this refreshing perspective and created an inclusive, accessible brand, starting with the name. Your ‘DoDay’ is the day you do a bit of lifting at Michael’s gym. It’s unthreatening and stripped of all the usual alpha connotations. Colours, language and candid photography of real clients followed a similar strategic direction. The result is a brand that thrives by making simple promises about how their programmes will make you feel, not just about how it will make you look. Tapping into the emotional benefits of what Michael and his team do is a much more powerful brand territory than the promise of physical improvement, which of course naturally follows anyway. Michael summed it up neatly when he told us, ‘People often come to change the way they look but stay for how it makes them feel.’ A transformative thought for Michael’s clients, his business and our work.
Research and strategy
- qualitative and quantitative research and analysis
- targeting and positioning
- content planning and creation
- brand governance
Brand identity and design
- naming
- logo design
- visual identity system
- brand guidelines
- photography
- creative direction
- website design and development
- brand launch
Content strategy and copywriting
- brand narrative
- website copy
- campaign messaging
- community engagement
- campaign creation and management
They listen, give their honest opinion, keep you informed and explain things well. I was very impressed. I formed great relationships with everyone at the agency. They’re all fantastic. Claire herself goes above and beyond. She’s the driving force. Its like she’s in five places at once, all day every day. If you want the best, go there straight away, don’t bother looking at anyone else. Don’t waste your time.
