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Firstlight – Omni-channel marketing

Firstlight is a boutique London-based fitness studio, specialising in cycling, boxing, HIIT and yoga.
Inspired by our work with The Gym Group, where our marketing and communication services fueled the brand’s rapid expansion from 1 to 54 locations within 5 years, Firstlight decided to give us a spin.

The challenge

Firstlight had a vision: to be London’s premiere cycling studio. The basic foundations of a brand already existed, though it required further articulation and refinement of its standout USPs to compete in the crowded London fitness market. The brand needed a voice to position itself in a niche that would set it apart from competitors.

The solution

Let there be light! The team at Caburn Hope refined Firstlight’s brand and pushed it further – developing brand and tone of voice guidelines; as well as an identity to sit alongside the brand. A full suite of brand assets was also created, from emails and posters, to digital signage and outdoor advertising.

Based on local area research, we developed an awareness strategy – advising efficient allocation of marketing budget for maximum return-on-investment. This strategy informed our omni-channel marketing plan, which included but was not limited to:

  • Hand-to-hand marketing
  • Art direction of photoshoots
  • Teaser pre-launch materials
  • Monthly content creation – blogs and PR
  • Development of website with full UX design
  • SEO and PPC management
  • Social media management
  • Communication toolkits for managers / corporates

The outcome

  • Launch of a ground-breaking brand at flagship site in Westfield and online.
  • Subsequent marketing and communication projects – launch of juice range, stationary branding and employee onboarding.
Caburn Hope
Rusbridge House, Rusbridge Lane Lewes, East Sussex BN7 2XX, UK

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