COPYRIGHT ©2020 BRAND GUIDELINES 19 Key Messaging is currently being developed by Campfire Effect. Further refinement is anticipated. Tone • Positive • Supportive • Approachable • Classy • Confident • Authentic • Engaged • Curious Key Messaging MESSAGING Brand Position • Delivering live, face to face virtual WRKOUTs is what we do. • Moving people forward is who we are. Direct Response • MOVRs - We deliver live, face to face virtual WRKOUTs to hold you accountable to   what it is you want most in life.   • TRNRs - We give you the opportunity to live life on your terms. Brand Stand • We stand for valuing yourself enough to want to be healthy. • We stand against the before and after culture of the personal training industry. • We are committed to furthering the health of humanity.