No Wait Nation is a fitness concept, designed to jolt people back to life. The client came to Exsel with the rough overview of his ideas, asking us to bring it to life. In short, No Wait Nation is about the NOW! It’s a powerful force ready to inspire people to become the best they can be, at any stage of their life.

First, we worked on concepts of an inspirational logo, and showed how the look and feel could be applied to apparel & promotional materials, direct mail, social media marketing, and even studio design. Our strategy included a community development — encompassing not only a fitness routine, but meal planning and ordering services, yoga and meditation packages, and even a goal-based membership with challenge coins and support, harkening back to the client’s military roots.

Among our research and concepting, we suggested the client first change the name from No Wait Nation to the NOWNation. After this suggestion, his own peers agreed with our recommendation, but the shift put a pause on the project, as it required more legal work in the background. Stay tuned — one day you could be a part of the NOWNation!