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ClassPass

ClassPass Positioning Campaign

ClassPass

SENIOR COPYWRITER

ClassPass is a fitness membership that connects members to thousands of gyms and studios around the world on a single app. As a senior copywriter, I worked with an in-house team of designers and creative directors. Here are some of my most impactful projects.


Product Demo

As a product, ClassPass is one of a kind, which means it’s hard to visualize how it works. So I delivered a product demo video that people actually wanted to watch. With almost 1 million views, it easily became ClassPass’ most watched video. Testing showed that more people understood ClassPass before they signed up, which increases their long-term retention.


Rebrand

In 2018, the fast-growing fitness brand wanted to differentiate itself in the fitness industry by showcasing its empathy as a breath of fresh air in the overly intense fitness scene. I worked with an in-house team of designers and creative directors to update its logo and typeface, color palette, and brand voice. I even named our custom typeface, Circuit.

They all highlighted progress over perfection, revealed shortly after ClassPass’ 5th birthday. Adweek picked up on the hype, calling our clean, bold look the beginning of a new era. And it sparked a conversation on BrandNew, generating positive feedback overall.

My writeup for our custom typeface, as featured in Adweek.

Overall, this is a cool evolution that gives the company and its audience something with more personality and recognizability.
— BrandNew

Positioning campaign


In the summer of 2018, ClassPass set out to know the real reason why people sign up for their product. The in-house creative team launched a 3-part campaign that tested different positioning directions in order to pinpoint the most compelling reason. I developed each direction and wrote all copy assets, which included digital ads, paid social ads, organic social content, emails (leads and winbacks) and video.

1) Variety: Your Day, Every Day

2) Discovery: Find Your Thing

3) Effectiveness: Get there. Start here.


New Year’s Campaign

I collaborated with a team of designers, creative directors, photographers, and videographers to create a New Year’s campaign that highlighted accessibility and diversity. I wrote the tagline and all copy, concepted storyboards, and interviewed influencers on set for long-form content.

Fitness for every routine

To illustrate the campaign, we used 4 fitness influencers in a series of short videos based on how each influencer would use ClassPass, ranging from Hannah’s Bronfman’s last-minute classes to Shawn Johnson’s on-the-go studios in different cities.


ClassPass x Care/of

In 2018, I was a part of the in-house creative team at ClassPass who worked with Care/of to co-design their July vitamin box. Care/of users received a ClassPass-themed box with fitness facts printed on each of their daily pill packets.

I wrote 40 fitness facts to be printed on each of the daily vitamin packets, a promotional insert to go in each box, and worked with the team at Care/of to find a balance between both of the brand’s voices that felt like a playful thought leader.

Fitness Facts

“In 1967, Kathryn Switzer became the first woman to run a marathon — even though women weren’t allowed to race. ”

“Choose to take the stairs where you can. Just seven minutes of stair climbing a day can reduce the risk of a heart attack by 50%.”

“The burpee was invented in 1939 by physiology student Royal Huddleston Burpee as a way to evaluate fitness. ”

“Replace your sneakers roughly every 6 to 12 months to keep your feet happy and healthy. ”

Care/of users with their branded vitamins