Functional strength coach Simon Bennett provides life-changing training, empowering both men and women to overcome their self-limiting beliefs, through his Optimal Training brand.
Brand Idenitty, Brand Strategy, Consultancy, Social & Print Design
After putting him through a Prowler Test, it was clear that all the right qualities were there to take the brand forward, but weren’t being used to their full potential, because of a lack of direction, and lack of confidence.
As part of his Build Strength programme, we put Simon through a brand Core Workout, Opposition Analysis and Brand Composition to determine the direction the brand should go. Our end goal was to firstly, build Simon’s credibility, reputation, and respect within the industry, and secondly, take his personality, in particular his interaction with clients, and amplify that across all the various brand touchpoints.
For the overall theme for the brand, we looked to Viking philosophy and culture, something that Simon is passionate about and follows. This fit perfectly with the Optimal Training’s Outlaw personality, and the new approach we were keen to take with this type of fitness brand.
From research, it was clear that shapes and colours played a large part in their daily lives, all with their own significance. For example, red showed strength and power, with black, white and red being the most commonly used together. Circles symbolised the ‘circle of life’ as well as protection, it being the shape of their shields in battle.
We worked closely with Simon, drawing on his knowledge and experience to incorporate as many of these elements as we could throughout the new visual identity, and more importantly, the new strategy.
We also gave Simon a new job title, switching form ‘personal trainer’ to ‘Functional Strength Coach’. Both ‘personal trainer’ and ‘strength coach’ are very overused within the industry, and it was important to differentiate Simon with a relevant and specific job title.
Runes have been an important part of Viking culture since the first century. They were often carved or painted on stones or wood to commemorate fallen heroes or provide protection from supernatural enemies.
Taking this as a starting point, we developed a number of designed Runes to be used throughout the visual identity. These are used in combination with text, or as background graphics to provide emphasis a specific message, giving a strong tie to the overall Viking theme. The Primary Runes follow the paint swipe design, while the Secondary Runes, which are more specific, are designed in a square style.
From working with Simon, it was clear that his clients were a big part of his business success, se we wanted to not only include them in the new branding, but give them their own identity within it, so that they felt more invested within the process, and part of an exclusive club.
So, firstly, we gave them the name ‘Drengr’
In Viking culture, a ‘Drengr’ was a young warrior, starting off on their journey to become the ultimate fighter. We felt this related to Optimal Training’s clients pretty well. Working with Optimal Training is about them going on a journey to discover new techniques, exercises, increased confidence, and knowledge so they can become the ultimate version of who of they want to be.
Secondly, we developed a visual identity for them, known as the ‘Drengr Mark’. This combines 4 runes inside a segmented circle, those for Warrior, Power, Partnership and Growth. The segmented circular design emulates a Viking shield, which were circular, with coloured segments. With this Drengr mark, Simon’s clients are symbolically protected throughout their journey with him.