Monarc Boxing and Athletics

Building the brand

For decades, Brian Grant has been serving the Vancouver, BC, and Canadian communities as a boxing coach and is very well known for knowledge, skill, and compassion. This much was clear - his new brand and venture Monarc Boxing should be built around the very thing that led to his success over the years - himself. I set about building a brand strategy that would leverage the key strengths of the gym and demonstrated to the team how that could be translated through every digital touchpoint on web, social, and comms.

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Providing clarity and direction

Brian is a master of his craft and an excellent communicator. I developed a content roadmap that would tie the brand to Brian's quality as a coach and met their launch timeline priorities.

– The initial digital brand identity and assets was developed based on the understanding that (1) boxing can feel intimidating and (2) Monarc wants to operate a high level of quality. These could be opposing directions, but we found the right balance with clean imagery, minimal editing, and involving real people doing the work.

– Short term content priorities included launching the brand and tying it closely to Brian's story as a coach, business owner, and Vancouver legend. A calendar of social content and short form video guidelines was presented for Monarc to implement.

– Long term content strategy was defined as maintaining a high level of coach identities and profiles, technique demonstration, and ensuring the voice and wisdom of the founder Brian continued to speak through it. I provided a strategic breakdown of what to focus on and how to execute on it.

Undeniable Results

Monarc Boxing launched fast in the Vancouver community. After 6 months of operating, the numbers and results are astounding:

– 5* Google Review rating

– 7k total website users and increasing 10% month over month

– 1.5k instagram followers and increasing 15% month over month

– 3 class calendar overhauls adding new capacity for growing member base