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Optimal Training


Simon Bennett  |  Optimal Training Ltd

· Industry

Fitness Coaching

_ Services

Brand Strategy

Visual Identity

Brand Development


Social & Print Design

Web Design

° Photogrpahy

_ Overcoming Beliefs

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.

Putting him through a Prowler Test, showed us he had all the right qualities to take the brand forward, but weren’t being used to their full potential, because of a lack of direction, and lack of confidence. Our aim from working with Simon was to firstly, build his 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 had great significance, along with the meaning and usage of Runes – which have been part of Viking culture since the first century. Working closely with Simon and drawing on his knowledge and experience, we incorporated 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 from ‘personal trainer’ to ‘Functional Strength Coach’, differentiating him from others in a heavily populated industry, and providing clarity with a relevant and specific job title.