Stuck Gymnastics
My family is very involved in gymnastics. My younger sister is an upper level competitive gymnast and my dad is a coach. Most of my communication research at UM-Flint centered around gymnastic coaching tactics and its impact on athletes. So when my family spontaneously found themselves becoming gym owners and opening Stuck Gymnastics in May 2022, I just had to put my communication degree and graphic design background to use.
Designing the Brand
When designing the brand from the ground up, I knew that I would incorporate a hippo. The mascot would be a way to increase brand awareness and appeal to audience members of all ages. It also opened up a door when advertising, because the hippo could be implemented in many of our marketing materials. It is also important to the greater brand message, because the athletes at Stuck Gymnastics are all about giving a hippo-sized effort.
I started to sketch the hippo, named “Flex,” posed in a gymnastics finishing position when an athlete “sticks” a landing. Then, I moved the logo to Adobe Illustrator, where I also created a brand package with the core brand motto, alternative logos, colors, fonts, messaging, and social media graphics.
I started to sketch the hippo, named “Flex,” posed in a gymnastics finishing position when an athlete “sticks” a landing. Then, I moved the logo to Adobe Illustrator, where I also created a brand package with the core brand motto, alternative logos, colors, fonts, messaging, and social media graphics.
Environmental Design
I envisioned the gymnastics gym exuding the same principles of the brand personality. This was accomplished through paint that matched the brand colors and other displays. One display was a large mural I painted and designed of Flex, which doubles as a photo and social media opportunity for visitors. A feature wall with our brand slogan, “Where positivity sticks,” is full of captivating black and white photographs that represent a positive athletic experience. Hippo stuffed animals fill the space. A wall doubles as an art museum with fully branded coloring pages colored by gymnasts and their families. A merchandise store is also a visual reminder of the brand.
Merchandise Branding
Our gym’s presence in the community is what helps drive enrollment and awareness. This is easily accomplished through merchandising such as t-shirts, pens, water bottles, stickers, drawstring bags, and more. This way, when people are out in the community, our brand is being advertised.
Social Media Presence
When operating social media for Stuck Gymnastics, I not only harness social media trends, but create our own. Instagram reels spotlight inner workings of the gym, like the new leotards the gymnasts received. Our campaign, #FlexFriday is a way to incorporate the mascot name and spotlight different gymnast’s achievements. I’ve also spotlighted our brand by creating GIPHY Instagram story stickers and Facebook Events.