The rebrand process began with a critical rename. We chose the name Bright to convey the brightness we can facilitate in someone’s day. To seamlessly integrate into the new pandemic reality, we morphed Bright’s messaging away from exclusive in-office services towards a fluid model that focused on employees that either WFH or have transitioned back to the office. The message: no matter where you work, and no matter your level of experience in the fitness world, the Bright Pass empowers every employee to feel their best. To bring this feeling to life, we designed a logo that represents the sun as seen through vertical blinds, enabling our customers to allow as much brightness into their day as needed or desired. We also developed a robust brand guideline to help drive consistency across all external and internal touchpoints.