An idea, a cause, a calling.
A name, an identity, a community.
A new treadmill studio for everyone.
The name comes from the language of the Tarahumara Tribe, an indigenous tribe of people in Mexico renowned for their running ability. Their inclusive and optimistic culture of community inspired our strategy to build a tribal brand that gives back.
A treadmill studio with a tribal feel. A brand that feels inclusive, approachable, engaging, and empowering. A great cause bringing fresh water to people around the world. La Visual’s award-winning team brought it all together.
The mark flows from the strategy and positioning to create a specific and very intentional brand perception.
The spiral is a universal symbol for water. Juma donates to charity:water with every signup. The heart is the symbol for love. We bring these together with the vibrant and diverse colors to express our brand essence.
As we carry the theme into the brand identity, we deconstruct the “journey” into a collection of elements including colors, pathways and points. These elements represent the diversity in each person’s own fitness journey, and invite them to join the Juma tribe — no matter where they are along the way.
The vibrant colors and patterns are designed to allow each member of the community embrace their own journey.
La Visual not only created the strategy, identity, messaging and guidelines, we also built an award-winning website optimized for business success. It consistently out-performed benchmarks, including native app signups.
25%
Bounce Rate; 61% better than
Global Average of 41%
4.5%
Organic Conversions
In Top 25% Globally (4.07%)
13%
Online Booking Revenue,
Global Average ~10% vs. In-store
