CLUTCH BODYSHOP SOCIAL CONTENT/ CONCEPT/ DESIGN/ ART DIRECTION
Clutch Bodyshop is a Los Angeles based sports nutrition company started by celebrity trainer Ashley Conrad.
Below are three concepts for reoccurring content that I connected, designed, and proposed to the brand.
The idea for #GetClutched was to have the Clutch Bodyshop athletes submit workouts and use workouts designed by Ashley herself that would be shared weekly with followers of the brand on Instagram. All of the workouts would be short and high intensity and feature on the post itself so followers could screenshot the post and later reference it while they're getting their sweat on in the gym. The goal then being to encourage sharing pics from their workout tagging @ClutchbodyshopLA and utilizing the hashtag.
Clutch Bodyshop's most popular product is their vegan, low carbohydrate baking mix. #ClutchKitchen was was inspired to be a direct response to all the comments and questions the brand would get on Instagram and Facebook requesting recipes for how to use this versatile product.
Ellie Goulding has "Gouldiggers", Justin Bieber has "Beliebers", Clutch Bodyshop has it's "Clutch Army". The idea was to pool a large resource of inspirational quotes from original content as well as from well known persons to keep the the army continuously inspired while maintaining a cohesive look and utilizing the brands bold use of type.