How it was

The new owner, Georgiy Chumanov — an expert in proper ventilation and curated sports music — took over a gym space on New Arbat after the previous owners collected money and vanished.

Renaming the Studio

We renamed the studio Zamute — from “to mute”, meaning to silence the noise around you and focus on yourself. A name built on the idea of switching off distractions.

Merch

While conversations about retrograde Mercury were at their peak, we “zamuted” some merch — blending astrology, fitness, and the mood of the quarantine era.

Positioning

We developed the brand positioning targeting young women working in central Moscow offices.

We created the new logo and visual identity.

Promotion

Results

1,4 – 4%

6–8$

100+ leads

Cost per acquisition:

High click-through rate:

in the first month

We developed creative concepts built on personal interviews and launched targeted ads.