Curves’ Agency of Record: One year. Tons to talk about.

About a year ago, some of our friends over at North Castle Partners reached out to us after they acquired Curves. Happily, we accepted their challenge to revitalize a brand that had seemingly been left behind. We knew that a full rebrand of the entire organization was in order, so we started by repositioning Curves as a fitness center focused on strengthening women, inside and out.

From there, we created a multi-million dollar media campaign featuring national television, print and online advertising, a website overhaul and social media. We also helped revamp one of their existing programs called Curves Complete — a fully personalized weight loss solution that combines exercise, meal plans and coaching. In just one yeas, Curves Complete members doubled in the U.S. and increased more than 300% in Canada.

For 2014, we unveiled yet another national advertising campaign that introduced Jillian Michaels as Curves’ new spokesperson. Jillian loves to bring fitness to everyone, so it was the perfect match when she teamed up with Curves to launch all-new cutting edge workouts. After we wrapped TV production, deployed several website updates and unleashed a slew of online media, we found a minute to breathe, and to tell you a little about what we’ve been doing lately.

We’re ecstatic to have helped usher Curves into the 21st century, where it has become the largest chain of women-only fitness centers in the world.