Jumpman Paris: Fitness Branding & Visual Identity
Olga OKAD
If your brand isn’t telling a story that moves people—visually, emotionally, physically—it’s not just underperforming. It’s invisible. And in a world where consumer attention is the most competitive currency, invisibility equals irrelevance.
Brands that fail to design for experience, energy, and emotion don’t just fall behind—they vanish. Slowly, quietly, unfunded and forgotten. Because in 2024, if your digital presence doesn’t sell your product, your concept, or your franchise before you even speak—someone else’s will.
In this case study, we’ll dive into how Jumpman—a trampoline fitness studio—completely redefined its presence in the French market through strategic rebranding and compelling web design, positioning itself perfectly for rapid franchise growth.
Understanding the Brand Challenge
Jumpman, established in 2016, was already a pioneer in trampoline fitness in Paris, known for its high-energy workouts and vibrant community. However, to take their business to the next level through franchising, they faced several key challenges:
Outdated Brand Identity: Their previous visual style lacked the necessary sophistication and differentiation needed to scale beyond a single-location business.
Market Adaptation: Jumpman needed a new brand identity carefully tailored to the tastes and expectations of the French fitness audience.
Dual-Purpose Website: They required a digital platform that appealed both to individual consumers (B2C) looking to book classes and potential franchise partners (B2B).
Our agency stepped in, ready to build a comprehensive strategy that would elevate their brand, align with their ambitious business goals, and position Jumpman to attract a diverse audience.
Step-by-Step Approach to Rebranding and Website Development
Stage 1: Deep Dive into Brand Strategy & Positioning
Before sketching the first design concept, we initiated a comprehensive strategic process:
Market Analysis: Identified competitive strengths, weaknesses, and market opportunities.
Audience Research: Clearly segmented Jumpman's target demographics—both individual clients and potential franchise partners.
Strategic Positioning: Defined brand values and crafted a compelling narrative that emphasized the uniqueness of Jumpman in the market.
Educational Insight
Never underestimate the strategic planning phase. A clear, differentiated brand positioning saves significant time and budget down the line by aligning every decision with core business goals.
Stage 2: Creating a Distinctive Brand Identity
We developed multiple brand concepts to capture Jumpman's energy and uniqueness:
Energy, Power in Motion (Urban, aggressive, graffiti-inspired).
Neon Beats (High-energy, nightlife aesthetics).
Phantom Stage, Elegance in Motion (Theatrical, emotional, expressive).
Jumpman enthusiastically chose the "Phantom Stage" concept. This theatrical approach perfectly embodied the essence of their experience—participants weren't merely exercising; they were performers expressing themselves freely.
Stage 3: Redefining the Mascot and Graphic Identity
Jumpman's mascot, a beloved bulldog, was reimagined as a graceful, mysterious "Phantom," inspired by the iconic "Phantom of the Opera":
Added theatrical elements—flowing cape, dramatic lighting, dynamic gradients—to evoke elegance, motion, and drama.
Developed the spotlight as a key graphic symbol, further amplifying the theatrical theme and highlighting the vibrant, emotional energy of the brand.
Educational Insight
A mascot can become a powerful emotional anchor for your audience, significantly boosting brand recall and creating a deeper connection.
Stage 4: Strategic Web Design for Dual Audiences
The next phase was to build a website that seamlessly served dual audiences:
For Consumers (B2C): We designed clear user pathways for booking classes, highlighting the excitement, accessibility, and uniqueness of the Jumpman experience.
For Franchise Partners (B2B): Crafted persuasive, professional sections emphasizing business benefits, franchise opportunities, and strategic value propositions.
UI/UX design featured smooth animations, intuitive navigation, and immersive visuals aligned perfectly with the brand's theatrical theme.
Educational Insight
Your website must strategically cater to distinct audience segments without confusion. Clear, dedicated user journeys greatly improve conversion rates.
Stage 5: Comprehensive Brand Assets & Franchise Toolkit
We didn't stop at brand identity and website creation. To facilitate easy and consistent scalability, we delivered:
Comprehensive bilingual brand guidelines (English and Russian).
Ready-to-use graphic assets for social media and marketing campaigns.
Professionally crafted franchise presentation materials to streamline partnership onboarding.
Educational Insight
A strong, scalable brand system makes it easy for partners to adhere to your standards, enhancing consistency and brand equity.
Results: Immediate Impact and Long-term Scalability
After the launch, Jumpman saw immediate results:
Enhanced Brand Recognition: The new identity distinguished Jumpman clearly within Paris’s competitive fitness scene.
Franchise Interest Growth: Potential partners were drawn in by the professional presentation and compelling narrative.
Conversion Optimization: The strategic dual-purpose website significantly increased bookings and franchise inquiries.
Flexibility for Expansion: With robust branding and clear guidelines, Jumpman can rapidly onboard new locations while maintaining brand integrity.
The visual and strategic rebranding solidified Jumpman's place not just as another fitness studio, but as a dynamic, franchise-ready brand poised for growth.
Key Takeaways & Lessons Learned
Strategic Positioning is Crucial: Clearly defining your brand strategy before execution ensures alignment with business objectives.
Creative Conceptualization: Unique branding concepts capture emotional connections, creating memorable experiences for customers.
Dual-Focused Website Development: Tailoring your site for multiple audiences increases engagement and conversions significantly.
Visual Consistency Across Channels: Brand guidelines and scalable assets maintain quality and brand coherence across all media.
Ready to Transform Your Brand for Rapid Growth?
If your brand feels outdated, disconnected, or you're preparing for rapid franchise growth, our strategic branding and digital expertise will help you clearly communicate your unique value, attract ideal partners, and accelerate your business expansion.
Let’s discuss your project and see how we can help you scale https://tally.so/r/3jElgx
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Posted May 2, 2025
We redesigned the mascot, introduced a bold visual identity inspired by theater—spotlights, shadows, and movement—and created a cohesive branding system.
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Timeline
Feb 24, 2025 - Mar 10, 2025
