Case Studies

Issue No. 46 - April/May 2009

ChiBall rebrands

Founded in Adelaide in 1997 by Monica Linford, the ChiBall Method is an exercise method promoting lifestyle balance, well-being and personal

development. Products have been sold in more than 40 countries to more than 200,000 students and in the past six months CEO Maria-ann Camilleri has led a major rebranding exercise to standardise the ChiBall education program preparatory to licensing it to gyms around the world.

“I suppose many companies see a rebranding as basically a marketing exercise – change the signs, change the logos,launch some marketing information campaigns, and so on. In our case, we were very clear that it was to be a company-wide initiative and vital for everyone to embrace,” she says.

ChiBall Method is a holistic approach integrating oriental philosophy with intelligent exercise, meditations and movement disciplines using a 15cm ChiBall.

“The Method is a unique set of movements and exercises practiced with a ChiBall impregnated with ...

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