Expanding FLOAT in St. Louis (and Beyond)

Expanding FLOAT in St. Louis (and Beyond)

Since FLOAT STL opened in Midtown in 2015, right next door to Atomicdust, floating has gone from relatively obscure to nearly mainstream. They’ve benefited from its growing popularity, and opened a second location in Maryland Heights in November.

With a growing customer base, it means more opportunity – but also more competition from new float centers. So it’s more important than ever for FLOAT to stand out.

Last fall, we created a fresh new brand identity that helps them do just that. Where others in the industry rely on glowing, futuristic pods in their marketing, FLOAT’s handrawn elements give it an organic feel. Instead of clinical, white-on-white, FLOAT’s palatte is natural and vibrant.

But it’s not only FLOAT’s brand identity that sets them apart – it’s the experience. From the design of the space to the interaction with employees, customers feel relaxed and welcomed throughout the entire FLOAT experience. It’s the kind of calming, inclusive sensation you want people to feel – especially those who are trying floating for the first time.

We recently helped FLOAT communicate this unique experience on their website, social media and of course, where it matters most – in front of their loyal customers – with environmental design at their two locations.

Starting with their new location, we designed window treatments, outdoor signage and flags to welcome new Maryland Heights customers. We then echoed that environmental design at their original Midtown location, as well as designing a new “relaxation room” for customers to stop in post-float. It’s one last calming pitstop before heading out into the busy world that awaits beyond their doors.

In our experience (yes, we’re hooked on floating now too), after one float you’re already looking forward to the next one. We created gratuity cards for customers to use toward their next float or share with friends – helping FLOAT build loyalty and grow their customer base.

The FLOAT team has also been attending more health fairs and corporate wellness events than ever before. To introduce these new audiences to floating, we created flyers specifically designed for employee benefit programs and a new pop-up banner for the team to bring along to events.

FLOAT STL was the first float center in St. Louis, and as the practice gains momentum nationwide, they’re leading the community with Rise: Float Community Gathering. The first of what is expected to be an annual event will welcome float owners, operators and enthusiasts from across the country to St. Louis in April. We’re currently working with the FLOAT team on Rise’s brand identity, website and event materials and signage – so stay tuned.

We’ve loved watching our neighbors at FLOAT expand over the last year and are excited to help them build a broader community in St. Louis and beyond. Visit their website to book your next (or first!) float.

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Danielle Hohmeier

As Senior Marketing Manager at Atomicdust, Danielle Hohmeier develops focused and effective social media and content marketing strategies for clients. This includes identifying the audiences, appropriate channels and key content categories, and finding SEO and SEM opportunities.

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