Description
This project involved a comprehensive rebranding and strategic reimagining of the NBCUniversal Employee Fitness Center at 30 Rockefeller Plaza, aiming to elevate its status within the competitive New York City corporate fitness landscape.

Concept
This presentation outlines the proposed conceptual campaign that I developed, centered on the theme 'Get to Work. After Work.' The project commenced prior to the COVID-19 pandemic and was subsequently placed on hold.

Execution
As one of the Creative Directors and Designers involved, I led this concept, strategy, and copywriting, focusing on creating a distinct and aspirational brand identity: NBCUFIT. The strategy centered on three core principles: positive provocation, thoughtful engagement, and personalized challenge. Crucially, the brand sought to foster inclusivity and approachability by incorporating humor and relatable imagery, mitigating the risk of perceived exclusivity that could conflict with NBCUniversal's organizational culture. This approach aimed to cultivate a fitness environment that employees would genuinely embrace as their personal benchmark.