Founded in 2016, Fitxcapes is a holistic wellness solution designed to create a harmonious and healthy company culture, improving health outcomes for employees and increasing positive returns for employers. Its solutions deliver effective and sustainable programs to help employers and employees stay motivated and healthy.
THE BRIEF
The founder - who used to be a General Manager at a popular fitness centre operator - noticed that when people cancelled their fitness membership, the number one reason people cited was little to no time in favour of work. This inspired him to find effective and more importantly, sustainable solutions for corporate wellness. With a firm belief that employees that are well taken care of will take care of a company’s business, Fitxcapes launched its mobile-adaptive corporate engagement wellness platform which houses its wellness program that focuses on the behavioural change element and several key pillars of wellness - physical, environmental, mental, nutrition, financial and social. First starting out as a B2B platform, Fitxcapes recently launched its B2C wellness program in November 2020.
INSIGHTS
With its B2B segment performing well with a strong database of corporate clients and subsequently high levels of employee engagement, Fitxcapes introduced a B2C program to target the wider consumer population. As part of its offering, Fitxcapes aims to transform the traditional blood report to empower consumers with the right knowledge and customised wellness program for each individual. With the B2B versus B2C market segment, Fitxcapes needed to find the right balance between its corporate and consumer focus, branding and communication efforts, especially when it comes to consumers from the conservative Malay Muslim market.
OUR OBJECTIVE
To create a brand narrative that addresses the importance of a sustainable health and wellness habit for the working community to adopt that targets both corporates and consumers
OUR OBJECTIVE
We embarked on the Brand Canvas Model exercise to fine tune its brand story in order to appeal to both potential corporate partners and the working individual.
THE OUTCOME
Brand Canvas Model
At the start of this exercise, we did a brand review and concluded that if Fitxcapes wanted to appeal to both corporates and consumers, the brand voice would have to change. It was initially functional, business focused and cold. We injected a more human element that was warm, inviting and encouraging as our premise was that no individual wellness journey would be the same. We also amplified the message that being a working individual requires being a happy individual in the first place so that one can present the best version of themselves.
Before
After