Role: Content & Brand Strategist | Creative Designer

Project Overview

To support Hitters Fight Club's presence at a Toronto street festival, I developed a promotional flyer designed to generate awareness, drive foot traffic, and convert festival attendees into new members.

The objective was to create a printed marketing asset that communicated the brand's personality while making it effortless for prospective members to book a complimentary first class directly from their phones.

Campaign Goal

The campaign was designed to achieve two key objectives:

Increase brand awareness among festival attendees by introducing Hitters Fight Club to a highly engaged local audience.

Drive measurable member acquisition by encouraging attendees to redeem a complimentary first class through a mobile-friendly QR code experience.

To support these goals, I created a print asset that balanced bold, on-brand creative with a clear conversion strategy. The flyer prioritized a compelling value proposition, concise messaging, and a frictionless sign-up experience, allowing potential members to move from awareness to action in a single scan.

Result: The campaign generated free trial registrations from approximately 10% of festival attendees that received the flyer, demonstrating the effectiveness of integrating brand storytelling with conversion-focused design.

My Role

I led the end-to-end development of the flyer, including:

Creative concept and visual design

Copywriting and messaging hierarchy

Layout and print production

QR code integration for seamless sign-up

Vendor coordination with the print shop

Quality assurance prior to production

Strategy

With only a few seconds to capture attention in a busy festival environment, I focused on creating a design that was both bold and actionable.

Key strategic decisions included:

Using a high-impact action photograph to immediately communicate the intensity and energy of the gym.

Prioritizing essential information, including location, Instagram handle, and contact details, to make the flyer informative without overwhelming the reader.

Incorporating a prominent QR code linked directly to the free trial registration page, reducing friction between discovery and conversion.

Including a clear promotional offer ("Your First Class is On Us") to encourage immediate action and increase trial sign-ups.

Brand Alignment

Every design decision was made to reinforce Hitters Fight Club's established brand identity.

I ensured the collateral reflected the club's visual language by:

Maintaining the brand's bold, high-energy aesthetic.

Using typography and colour treatments consistent with existing marketing materials.

Preserving a strong visual hierarchy that emphasized the gym's confident and competitive personality.

Balancing promotional messaging with a clean, professional layout that remained easy to scan.

Print Production

To ensure the flyers were event-ready, I worked directly with the printing vendor throughout production.

This included:

Preparing print-ready files with appropriate bleed, resolution, and colour specifications.

Reviewing proofs to verify colour accuracy, image quality, and readability.

Coordinating timelines with the printer to ensure the flyers were delivered ahead of the Toronto street festival.

Outcome

The final flyer served as an effective lead-generation tool during the event, giving attendees immediate access to the gym through a simple QR code scan while reinforcing the Hitters Fight Club brand through consistent, high-impact visual storytelling.