The Works has added some lean muscle to its client list with personal trainer Michelle Bridges appointing the independent creative shop to oversee a strategic brand review.
The brand review comes as Bridges prepares for a major push into the US Market.
Bridges, who is best known from her role on Ten’s The Biggest Loser, has a 12 Week Body Transformation program (12WBT) and ONEactive by Michelle Bridges, a range of exercise apparel and equipment at Big W.
“As we push ahead with plans to move into new countries it was time for us to look at the brand, where it is positioned in the wellbeing, fitness and health space and where it is heading over the coming years,” Bridges said.
“The Works experience in strategic branding drew us to them and we’re looking forward to working with them.”
The Works was appointed following a competitive pitch.
Douglas Nicol, creative partner and director at The Works, added: “The Michelle Bridges brand is a strong one that has experienced rapid growth across its various businesses. But as is common with most new enterprises a unified brand strategy and identity often gets forgotten in the mission to deliver and maintain that success.
“We’re working with Michelle and her team to deliver a comprehensive strategic brand repositioning as well as a new look and feel that will propel the business to continued growth not only in Australia but other international markets.”
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