STEPX® - Rebrand Identity Design

Dual-Purpose Influencer-Entrepreneur Brand Realignment

Timeline: Jul 2021 to Jan 2022

Role:

Brand Design

Skills: Branding Design, Marketing, User Research

STEPX was established by YouTuber Peeta, originally named Peeta Fitness. The rebranding goal was to enhance brand awareness, and maintain the original audience.

As the lead brand designer and project manager, I led the six-month rebranding effort, overseeing user research, interviews, marketing tests, and the launch of the new brand. I collaborated closely with Peeta, his manager, the CEO, and the marketing and design teams.

[ CHALLENGES ]

This rebranding project presents two main challenges.

First, it's essential to retain the key features that have defined Peeta's influencer image, which has resonated with 750,000 fans over the past four years, while also introducing fresh, innovative elements.

Second, the rebrand must be flexible enough to seamlessly extend the new brand identity across other ventures under the Peeta umbrella.

[ SOLUTION ]

I integrated design thinking into the marketing strategy to better understand our audience and enhance user experience. We conducted three rounds of interviews with 30 fans, gaining deep insights into their preferences. To expand our user base, we ran 12 ad tests, gathering data to optimize our efforts. Using these insights, I collaborated with the design team to develop a new brand identities that aligns with our findings.

→ Jump to Final Design

Context

0.0

Peeta is a fitness personality with over 769K YouTube subscribers. In addition to being a YouTuber, he is an entrepreneur who owns two brands and is recognized as a nutrition expert. With a background in the Department of Exercise and Health Promotion, Peeta emphasizes his passion for sharing accurate fitness knowledge on YouTube. His audience primarily consists of individuals aged 25-34, who make up 54% of his fan base.

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How can we develop professional brand identities across two brands that resonate with the target audience while maintaining Peeta's unique brand personality?

Research Process

1.0

We approached the rebranding in three steps: analyzing Google Analytics data to understand Peeta's audience, conducting customer interviews or insights, and performing ad testing to create personas for the brand overhaul.

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Survey from Peeta Mart (E-commerce platform)

1.1

The goal was to better understand our customers cross diiferent platforms. The survey revealed that many customers have lower satisfaction with their body image and view Peeta as a role model. Additionally, 72% of the customer base consists of Peeta's fans, limiting the brand’s ability to attract new customers. The masculine branding primarily targets male audiences, narrowing its reach and excluding potential female customers. Further interviews will help us understand core pain points and explore potential rebranding strategies.

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Further Interviews with participants from survey

1.2

We selected interviewees from different age groups and workout motivations. Our interviews revealed that most participants were dissatisfied with their body image but prioritized health and trusted professional advice. This highlighted the need to realign the brand and broaden its appeal.

Ad Testing: Strategies to Maximize Engagement for Brand Identity

1.3

To gather more data for rebuilding a new brand identity, I expanded ad testing to identify potential users and our target audience. I analyzed ad performance by developing eight ads targeting female and male groups across the 18-24, 25-34, and 35-44 age ranges, based on previous marketing insights. The ads were categorized as professional vs. amateur and exercise lover vs. bodybuilder, and their effectiveness was measured using Click-Through Rate (CTR) data.

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Rebrand Design Strategy

2.0

Based on pre-research, surveys, interviews, and ad testing, we’ve gained insight into our loyal customers and potential users. The rebrand strategy shifts focus from appearance to overall health and wellness, leveraging Peeta’s personal brand to connect with fans while appealing to a wider audience. We aim to enhance the user experience by providing expert resources and updating the visual identity for a cohesive, professional look.