Planet Propaganda Guides Matrix Fitness' Brand Evolution

Planet Propaganda Guides Matrix Fitness' Brand Evolution

Planet Propaganda is helping Matrix Fitness Systems Corp. shape a powerful, consistent brand image to increase awareness and achieve its ambitious sales goals. Planet is building on the tagline, "Strong. Smart. Beautiful." with potent images, ads, and product stories that reflect Matrix's brand personality and resonate with owners, consultants and members of health clubs, spas and fitness centers, as well as with hotels, hospitals and other commercial customers.

"Matrix is poised for exceptional growth and sales increases," says Suz Harms, brand manager at Planet Propaganda. "Matrix is part of Johnson Health Tech, Ltd., the fastest growing manufacturer of fitness equipment in the world. Their leaders are committed to making commercial grade equipment that stands out and sets new industry standards in the process."

"Matrix designs its products with the customer in mind -- whether that be the club owner or the high-end user," notes Nathan Pyles, CEO of Matrix. "We have fine-tuned our industrial design process to emphasize ergonomics and ease-of-use. And we're now industry leaders in aesthetic impact and quality control. Our goal with Planet is to elevate our image and awareness among fitness club owners and the industry opinion leaders."

Harms elaborates, "Matrix presents a durable, reliable and aesthetically pleasing line of fitness products that stand out from the 'sameness' common to the industry. The equipment is sophisticated in its design, sleek, intuitive to use, and offers a club owner a complete range of high-grade ellipticals, treadmills, cycles, and strength equipment. Planet's been working with Matrix since early 2006 to reposition the relatively young brand to aptly reflect its hardcore commitment to living up to 'Strong. Smart. Beautiful.'"

First, Planet defined the personality behind the brand. From this solid definition and foundation, Planet helps amplify and articulate what Matrix stands for across all messages and all media. Harms adds, "In one short, fast year, Planet has concepted and art directed a completely new library of product photography and a body of aspirational environmentally-inspired lifestyle photography shot by Evan Hurd." Based in Los Angeles Hurd's editorial photography has been featured in ESPN, New Yorker, Life, and New York Times Magazine.

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Matrix's new photography appears in new product catalogs, new tradeshow booth design elements launched at the Club Industry Show in Chicago in October 2006. It also will be a prominent component of the new ad campaign launching in the December issue of Club Business International, online, and in brand and product line videos. The videos were written, shot, scored, and produced in-house by Planet, guided by creative director Kevin Wade and motion director John Besmer.

The fully revamped Matrix brand image will be unveiled at the International Health, Racquet and Sportsclub Association's (IHRSA) Show held in San Francisco in March 2007.

Planet Propaganda is a design, advertising and interactive company committed to shaping passion-based brands. Founded in 1989 in Madison, Wis., Planet's national clients include Gary Fisher mountain bikes, Bretford furniture and workspaces, PunchStock images, and Jimmy John's Gourmet Sandwiches.

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