BRAND STRATEGY • CAMPAIGNS • DIGITAL • SOCIAL MEDIA • ENVIRONMENTAL BRANDING
Woodside has been a fitness destination in Westwood, Kansas, since the early 1970s when it began as a racquet club. Since then, it has grown into Kansas City’s premier luxury health club. Leadership approached Willoughby to partner with them on the creation of an updated positioning, brand evolution and ongoing campaign and marketing initiatives.
Our first step involved a detailed discovery process to clearly define the unique elements that differentiate Woodside as a health and wellness retreat. This work included a deep dive into the competitive space and an updated look at audience personas to drive a refreshed brand personality and voice that resonates with new and existing consumers.
One of the results of this brand strategy process was the creation of the three foundational elements of Woodside.
Integral to the process was the creation of a new Woodside website to better serve existing membership and attract new ones. The new user experience launched with the evolved look, feel and voice. A new library of photography was created and curated to live across the brand system.
This work also coincided with several Woodside milestones. For the approaching 50th Anniversary, a mark was created that complemented the previously established W logo. The anniversary celebration story was extended across key member communications.
In late 2022 a major renovation began for both the North and South club facilities. A construction campaign was layered onto signage, newsletters and social media to alleviate confusion and inform members of site interruptions and, most importantly, all of the exciting new amenities that were being added to further enhance the Woodside experience.