Facegym
—Launched in 2014, Facegym has established itself across the globe as the pioneering “gym studio for the face”. Combining expert skincare with revolutionary sculpting exercises, they provide a service that goes far beyond the simple facial.
THE BRIEF
—With 11 physical sites across London, Manchester, New York and Los Angeles, as well as a range of online classes, FaceGym needed a brand sound that provided a cohesive, recognisable soundtrack to their workouts.
Staff and customers were unhappy with their current music selection, which felt uninspired and off-brand. Staff were playing music from their personal devices, which meant FaceGym weren’t covered by the correct music licensing for a public space.
THE WORK
—Speaking with staff, visiting the spaces and getting a feel for the FaceGym experience, myself and the Altaura music team developed a brand new sonic identity for the business.
Two distinct playlists were created for use across all of the 11 sites. Warm, contemporary R&B and soulful electronics create a welcoming, familiar and comfortable sound that allows customers to relax into the experience. Energy levels are carefully monitored to avoid any sudden spikes or dips in the atmosphere.
A more upbeat soundtrack has also been created for use in the evenings, and to provide increased energy to the spaces when required.
THE RESULT
—With the new signature sound, developed by myself and the Altaura music team, staff at FaceGym can feel confident in the quality and consistency of the music. Through fully-licensed music curation, the brand has taken on an instantly recognisable sonic identity, both in-store and online.