ClubSTBL
2024
Businesses
From 673 Jerudong to ClubSTBL
After nearly a decade, the gym was ready to change its skin and its story. 673 Jerudong had a strong community but kept being read as CrossFit. The brief was clear: move to functional fitness for all, without losing the people who built it. Studio KII set a robust direction; our job was to bring it to life where members actually meet the brand—Instagram, the website, and the space itself. We planned a roll-out that respected renovations and key dates. The target wasn’t noise; it was a clean perception shift and a sharper purpose the community could see and feel.
Reframe With the Community
We put members at the centre of the rebrand from day one. Different bodies, different goals, one place that meets them where they are. We mapped a sequence of launches tied to renovations so the story and the space evolved together. Shoots, photos, and copy were planned in advance to keep rhythm and volume steady. Language stayed inclusive and practical: clear class info, clear benefits, zero gatekeeping. The guardrail was simple—if it doesn’t help someone start or stay, it doesn’t ship.
Build the System, Run the Rollout
Over three focused months, we executed the identity in full: visual language, content, and on-site touchpoints. We produced lifestyle videos and stills, one-shot cuts for social, designed posts, and a streamlined website where people can learn, join, and book. Physical brand carried through signage and small interior choices so the space felt aligned with the feed. We scheduled bulk shoot days to bank material and keep quality consistent on an SME budget. The Studio KII strategy held the frame; we handled the make-it-real across channels.
After the Switch
ClubSTBL stepped out of the CrossFit shadow and into a clearer identity: functional fitness for community. The team now holds a content bank that covers the next twelve months. The website makes it easy to understand, sign up, and book classes. Online engagement rose meaningfully as members and newcomers recognised themselves in the brand. Every touchpoint—from posts to posters to the front desk—now points in the same direction. As Nash and Lynn put it, “Thank you for bringing our vision to life.”
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