Neutral Pilates - Toronto
Neutral Pilates, founded in 2021, now owns three brands and a total of four studios in the Greater Toronto Area, with more than 30 instructors and over 1,600 classes per month. Despite their strong business performance, they sought to develop a brand strategy that aligns with their business growth. This real-life project was introduced by Professor Jessie Huang from Seneca Polytechnic.
Year
2024
My role
Strategy development
Company
Student@Seneca Brand Management
Client contact
Founder & CEO
Neutral Pilates - Toronto
Neutral Pilates, founded in 2021, now owns three brands and a total of four studios in the Greater Toronto Area, with more than 30 instructors and over 1,600 classes per month. Despite their strong business performance, they sought to develop a brand strategy that aligns with their business growth. This real-life project was introduced by Professor Jessie Huang from Seneca Polytechnic.
Year
2024
My role
Strategy development
Company
Student@Seneca Brand Management
Client contact
Founder & CEO
Neutral Pilates - Toronto
Neutral Pilates, founded in 2021, now owns three brands and a total of four studios in the Greater Toronto Area, with more than 30 instructors and over 1,600 classes per month. Despite their strong business performance, they sought to develop a brand strategy that aligns with their business growth. This real-life project was introduced by Professor Jessie Huang from Seneca Polytechnic.
Year
2024
My role
Strategy development
Company
Student@Seneca Brand Management
Client contact
Founder & CEO
Neutral Pilates - Toronto
Neutral Pilates, founded in 2021, now owns three brands and a total of four studios in the Greater Toronto Area, with more than 30 instructors and over 1,600 classes per month. Despite their strong business performance, they sought to develop a brand strategy that aligns with their business growth. This real-life project was introduced by Professor Jessie Huang from Seneca Polytechnic.
Year
2024
My role
Strategy development
Company
Student@Seneca Brand Management
Client contact
Founder & CEO
Challenge
Challenge
Defining Scope of Work for Optimized Business Impact
Like many SMEs experiencing rapid growth, Neutral Pilates struggled to maintain a cohesive brand strategy. With only four studios but three distinct brands, they faced significant brand management challenges. The lack of a clear positioning made it difficult for the brands to leverage each other’s resources effectively to support overall business growth. Additionally, their social media presence failed to reflect their premium positioning.
Identifying key needs and defining the scope from an open brief.
Navigating a new category and market (in Canada).
Defining Scope of Work for Optimized Business Impact
Like many SMEs experiencing rapid growth, Neutral Pilates struggled to maintain a cohesive brand strategy. With only four studios but three distinct brands, they faced significant brand management challenges. The lack of a clear positioning made it difficult for the brands to leverage each other’s resources effectively to support overall business growth. Additionally, their social media presence failed to reflect their premium positioning.
Identifying key needs and defining the scope from an open brief.
Navigating a new category and market (in Canada).
Challenge
Defining Scope of Work for Optimized Business Impact
Like many SMEs experiencing rapid growth, Neutral Pilates struggled to maintain a cohesive brand strategy. With only four studios but three distinct brands, they faced significant brand management challenges. The lack of a clear positioning made it difficult for the brands to leverage each other’s resources effectively to support overall business growth. Additionally, their social media presence failed to reflect their premium positioning.
Identifying key needs and defining the scope from an open brief.
Navigating a new category and market (in Canada).
Solution
Solution
Streamlining Brand Strategy for Rapid Growth
Within a limited time, we collaborated with the founder to define the scope of work. Based on a thorough situation analysis (covering consumer, category, competitor, and company), we developed a brand strategy, brand architecture, and social media post demonstrations to guide future brand development. Steps taken included:
Aligned on a clear scope of work with the founder to unlock the brand’s potential.
Conducted one on one interviews with the founder and studio manager to identify potential challenges.
Conducted in depth competitor analysis to generate insights on brand strategy and tonality.
Generated category and consumer insights by leveraging database resources such as Mintel, IBISWorld, and Statista
Streamlining Brand Strategy for Rapid Growth
Within a limited time, we collaborated with the founder to define the scope of work. Based on a thorough situation analysis (covering consumer, category, competitor, and company), we developed a brand strategy, brand architecture, and social media post demonstrations to guide future brand development. Steps taken included:
Aligned on a clear scope of work with the founder to unlock the brand’s potential.
Conducted one on one interviews with the founder and studio manager to identify potential challenges.
Conducted in depth competitor analysis to generate insights on brand strategy and tonality.
Generated category and consumer insights by leveraging database resources such as Mintel, IBISWorld, and Statista
Streamlining Brand Strategy for Rapid Growth
Within a limited time, we collaborated with the founder to define the scope of work. Based on a thorough situation analysis (covering consumer, category, competitor, and company), we developed a brand strategy, brand architecture, and social media post demonstrations to guide future brand development. Steps taken included:
Aligned on a clear scope of work with the founder to unlock the brand’s potential.
Conducted one on one interviews with the founder and studio manager to identify potential challenges.
Conducted in depth competitor analysis to generate insights on brand strategy and tonality.
Generated category and consumer insights by leveraging database resources such as Mintel, IBISWorld, and Statista
Solution
Streamlining Brand Strategy for Rapid Growth
Within a limited time, we collaborated with the founder to define the scope of work. Based on a thorough situation analysis (covering consumer, category, competitor, and company), we developed a brand strategy, brand architecture, and social media post demonstrations to guide future brand development. Steps taken included:
Aligned on a clear scope of work with the founder to unlock the brand’s potential.
Conducted one on one interviews with the founder and studio manager to identify potential challenges.
Conducted in depth competitor analysis to generate insights on brand strategy and tonality.
Generated category and consumer insights by leveraging database resources such as Mintel, IBISWorld, and Statista
Outcome
Outcome
Effective Strategies with Immediate Implementation
We received high praise from the founder for both our in-depth analysis and strategic suggestions, which were immediately actionable.
Our recommendations for brand architecture have already been implemented by the founder.
Our suggestions for brand tonality on social media have been adopted and are currently being executed.
Effective Strategies with Immediate Implementation
We received high praise from the founder for both our in-depth analysis and strategic suggestions, which were immediately actionable.
Our recommendations for brand architecture have already been implemented by the founder.
Our suggestions for brand tonality on social media have been adopted and are currently being executed.
Outcome
Effective Strategies with Immediate Implementation
We received high praise from the founder for both our in-depth analysis and strategic suggestions, which were immediately actionable.
Our recommendations for brand architecture have already been implemented by the founder.
Our suggestions for brand tonality on social media have been adopted and are currently being executed.
Review
Review
Jim's experience enabled him to clearly grasp my vision for business growth. He efficiently crafted a comprehensive proposal to support it. Drawing on his and his team's analysis, he provided several practical recommendations on our branding strategy, architecture, and the tone of our social media. He is diligent in attention.
I highly recommend Jim to any small or medium-sized business owner seeking strategic brand and marketing expertise.
-Sandy J, Founder & CEO of Neutral Pilates
Jim's experience enabled him to clearly grasp my vision for business growth. He efficiently crafted a comprehensive proposal to support it. Drawing on his and his team's analysis, he provided several practical recommendations on our branding strategy, architecture, and the tone of our social media. He is diligent in attention.
I highly recommend Jim to any small or medium-sized business owner seeking strategic brand and marketing expertise.
-Sandy J, Founder & CEO of Neutral Pilates
Review
Jim's experience enabled him to clearly grasp my vision for business growth. He efficiently crafted a comprehensive proposal to support it. Drawing on his and his team's analysis, he provided several practical recommendations on our branding strategy, architecture, and the tone of our social media. He is diligent in attention.
I highly recommend Jim to any small or medium-sized business owner seeking strategic brand and marketing expertise.
-Sandy J, Founder & CEO of Neutral Pilates
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