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the challenge

The Labs had an awareness & perception problem. The target market perceived them as “intimidating” and “elite,” while their location hid them from view.

big idea

big idea

The “Chase Your Victory” brand shatters the elitist mold, inviting athletes of every level to experience the gold-medal treatment.


real results

Through powerful branding & strategic implementation, we generated new leads, shifted public perception, and significantly grew their market awareness.

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Research & Discovery:

Understanding The Labs’ Challenges & Opportunities

Through qualitative & quantitative research, MACLYN identified The Labs’ target market, created a detailed SWOT analysis, and gained insights from Google Analytics and other data sources.

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Creative Brand Development:

Inviting Target Markets to Chase Their Victory

During the research & discovery phase, we identified The Labs’ target markets. Then – with heroic imagery, underwater photography and a bold call-to-action – we created a distinct brand voice, mark and visual style that invites these athletes to chase their victory.

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qualified leads
in a 90 day campaign.

Omnichannel Brand Presence:

Championing the New Labs

We implemented the new “Chase Your Victory” brand across all channels, from social platforms to The Labs’ in-store location.

Social Platform Management:

Leading the Pack

We separated The Labs from their competitors with engaging social content. Our content played both sides of the field: showcasing the gym’s elite trainers & equipment while championing athletes of all skill-levels.

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Targeted Digital Advertising:

Chasing Victory on the Google Playing Field

Promising an elite experience to local athletes of every level, MACLYN’s targeted digital advertising campaign generated a massive wave of new leads.

Website Development:

Creating a New Home for Victory

MACLYN developed a new, UX/UI-friendly website imbued with The Labs’ brand promise.

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Strategic Search Optimization:

Dominating the Google Game

We optimized relevant search-engine results for The Labs, driving target markets to visit the website, where we collected their information and generated new leads.

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Content Curation:

Making a Thought-Leadership MVP

Strong brands engage their targets by leading conversations. To establish The Labs as an industry thought-leader, we crafted engaging, thought-provoking content that showcases the brand’s insider sports knowledge.

Brand Engagement:

Winning the Next Generation

As The Labs grew, a new, significantly younger target market emerged. We created Victor E – the big-hearted, 8-tentacled mascot of The Labs – to connect with the new generation and teach them what it means to Chase Your Victory.

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