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We Believe in Collaborative Thinking that Defines, Crafts and Evolves Meaningful Brands.

Case Study

Longevity Personal Fitness  

SMB Strategic Media's TOTAL Rebranding of Millburn-Short Hills Athletic Club

In October 2015, the owners of Millburn-Short Hills Athletic Club, a personal training studio for over 24 years in Millburn, NJ (old brand logo above) engaged SMB STRATEGIC MEDIA LLC to help develop and create new brand messaging (mission statement, value proposition and marketing messages) to help them reach their new target market of baby boomers. Once the new brand messaging was presented to the client we informed them that their new brand messages and business focus no longer matched the name “Millburn-Short Hills Athletic Club” and we advised them to embark on a rebranding project. 


The owners engaged us to develop a new brand name and visual identity. In considering the new brand messaging we created and presented three potential new names – they chose Longevity Personal Fitness. This name embodies the brand messaging we developed of “MOVE BETTER. MOVE MORE. LOOK AND FEEL BETTER THAN EVER” which is focused on baby boomers and baby busters (35 -45 year old women) and the tagline “30 Minutes. Lifelong Results.” which supports its 30-minute personal training model.  My firm developed a new CLEAN and MODERN visual brand identity (logo and color palette) that appeals to its wealthy clientele, collateral materials and brand standards for them to follow. Once the client approved the visual identity, they engaged us a third time to develop a new website (design and all content development). The new brand and site launched in April 2016.  Today, the new brand identity is opening up new opportunities for the owners Mike and Dave. (Reference Available)

New Branded Website
Old Branding and Website

When SMB Strategic Media advised us that we need to change not just change our logo, but our name to match our new market focused we were nervous. The process that this firm took us through was seamless and after 25 years of operating under a name that didn't mean anything to our customers our business has a new lease on life. And for that we are grateful to have logged our best summer ever with our new brand strategy in place.  

Michael Romano, Co-Owner - Longevity Personal Fitness 


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