Odd Design has been appointed as global branding group for exercise equipment company Power Plate International.
The consultancy, which has worked with Nike and Lacoste in the past, beat three competitors in an unpaid pitch.
Odd will take responsibility for the company’s corporate identity in both business-tobusiness and consumer-facing communications. This covers the design of brochures, the retail environment, websites, and advertising.
The brief is to consolidate the brand and expand its market, concentrating initially on North America and Europe.
Odd director Nick Stickland says the strategy will be based around celebrity endorsements and ‘experiential’ marketing.
‘The brand is all about the experience, so we’ll be getting the product into gyms and organising demonstrations at Power Plate outlets,’ he says.
Central to this approach will be an interactive virtual trainer developed with software expert Liquid, which will enable customers to create personalised workouts using touchscreen technology.
This will be on show at the launch of the company’s redesigned flagship concession in Harrods’ sports department later this year.
Odd director Simon Glover says, ‘This will give a great, interactive customer experience, without the need for sales staff or physical trainers.’