Dembo Fitness is a dance+fitness training program focused on three markets: individuals, trainers and gym facilities. When the company began experiencing communication issues (neither the name, or the image were helping the sales or  generating the momentum desired) it turned to Miami-based Jastor & Dest to develop its brand in a way that would strengthen its presence in an increasingly crowded market. The solution was to start from zero and build a brand by maintaining the core values and brand position of Dembo while expanding on its capabilities. The message is fresh, clean and energetic in every media format.