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physique 57

this is one time the watsons went to the barre and came out better for it. yes, it was a cool day at school when we were named agency of record for this amazing brand that celebrated bad-ass women — long before it was a thing.

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when a luxury fitness brand needed a re-do, the watsons went to the barre.

the watsons were asked to rebrand physique 57, a boutique barre-based fitness company, with studios in new york city, the hamptons, beverly hills, bangkok, and dubai. their best-in-class instructors teach a unique blend of barre-based exercises with intervals of cardio, strength training, stretching, and recovery. while the service offering was being widely and enthusiastically embraced, the brand look and voice needed to better reflect its strengths.

we began with a full re-design, complete with a brand identity toolkit. for the logo, we updated the fonts and color palette to a more contemporary look. and while we maintained the blue logo font, we softened it to make it more upscale, changing the existing black to grey to meet the same objective.  to give the logo a more ‘of-the-moment’ editorial feel, we introduced a modern san serif front, sweet sans, and juxtaposed it with a serif called didot.

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fitness meets fashion in a beautiful brand campaign.

the watsons then developed an integrated ad campaign that showcased the fierceness that embodied the instructors — and clients — of this unique urban brand.

partnering with photographer ty mecham, we shot portraits of physique 57’s long-term, passionate (a.k.a. ‘addicted’) clients, among them, fashion designer norma kamali. to show the full spectrum of the brand experience, we partnered with photographer leslie barbaro and shot classes in action. 

the new look was clean, elegant, and urban, reflecting the energy and attitude of the city itself. with a voice as empowering as the brand experience, we created an aspirational, representation of the powerful women at the helm — and heart — of physique 57. 

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upping the ante — downtown.

when the watsons were later asked to brand physique 57’s new studio in new york’s financial district (fidi), we took the opportunity to create a next-generation campaign refresh that put a spotlight on the brand’s greatest differentiator, its extraordinary instructors, while bringing physique 57’s mantra into the studio, on its walls, and on its merchandise.

we partnered with photographer, josé marquez, directing two shoots. the first, a highly-stylized, fashion-inspired approach, revealed how these women live the brand’s promise on every level. the second, which featured the instructors at work, was shot reportage style in the visually stunning baryshnikov arts center. the campaign consisted of print, out of home, digital, social, internal signage, and a new web site.

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boston children’s hospital

way back in 2006, we watsons were asked to create a nurse recruitment video for boston children’s hospital. one video turned into two. two, into a series. and a partnership was born. in 2014, we were named recruitment agency of record for this amazing place —and today, we’re blissfully still at it. kids and the people who make them well. how’s that for a client roster?

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a branding campaign for people with purpose.

even the world’s best brands have their challenges finding top talent. the key is tapping into those qualities that connect the brand with prospective employees in an emotionally-resonant way. for boston children’s recruitment branding and advertising, we took a detour from the “people at work” imagery ubiquitous to the category and put the focus on a shared purpose — kids. 

leveraging design elements of the consumer master brand, our campaign used evocative imagery of children in heartfelt moments. we created headlines that tap into the optimism of the brand, highlighting the many ways a career at boston children’s changes the lives of patients and staff alike. media assets included print, collateral, digital, and a brand new career site.

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a very personal website — this one’s for the kids.

their abounding accolades aside, if you want to know how special boston children’s is, you only have to walk its hallways — because that’s where you’ll find their people. the question was, how do we show prospective employees the rarity of its culture? and the passion and diversity of its teams? 

the answer? a new careers site that lets boston children’s people do the talking. we interviewed and photographed employee ambassadors, asking them to post about their jobs across social media. in doing so, we gave job seekers the opportunity to follow actual employees and gain unprecedented access to their daily experiences. you’ll see them at work, get to know their colleagues, their passions, their inspirations, and who they are outside of the hospital. 

thanks to the contributions of some of their incredible talent, people were given a very real sense of boston children’s — from the comforts of their computers. a visit to the career site created an insight into the people, culture, and careers that make boston children’s the best of the best.

nurses, families and patients — brought to you by video.

as mentioned, our very first project for boston children’s was a nurse recruitment video that encapsulated the brand’s people, science, and unfettered caring. to come close to conveying the power of nurse-family-patient relationships, we interviewed all three (patient’s ages permitting), editing together their stories — from their unique points of view. the video was so successful, it was expanded into a series and used for multiple purposes beyond nurse recruiting. the videos also took the top prize at the telly awards.

columbia skincare

it’s not every day that you get to work with a company that’s been doing good things for over 147 years. so, we called ourselves lucky when columbia skincare asked us to brand their breakthrough topical probiotic cream.

 

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branding a 147 year old start-up.

just a few years back, columbia skincare made a radical discovery: a chemical compound that works to enhance the body’s natural inclination to regenerate healthy skin cells. from that revelation, they created a first-of-its-kind topical probiotic that makes the skin renewal process more efficient—creating healthier, more beautiful skin. and it was our job to spread the word.

with a modern design and spirited messaging that called out the industry’s less-than-accurate anti-aging claims, our first step was to launch a 4-page insert in american spa magazine. the piece not only announced the product, it established the next generation of one of the most steadfast legacy brands in the country. 

on the heels of the insert, we further developed the new brand—launching a new digital ad campaign that drove customers to purchase online. we also developed comprehensive brand standards that guided us through the creation of social and influencer assets.

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a new home on the web.

the watsons designed columbia skincare’s first-ever direct to consumer e-commerce website. using parallax scrolling, the site is solely focused on the brand’s new product line, providing an in-depth overview of the science and outcomes that set them apart from the rest.

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