From Fortitude Project to International benchmark, OPEX
The move away from group training and towards individual programming called for a brand that stood for growth, evolution and the building of character. Inspiration was taken from Stoic philosophy and the mindset lessons taught by Navy Seals, placing the onus of responsibility on the daily habits of the individual.
The logo icon for Fortitude Project alludes to Spartan warrior helmets used in battle, while the font used in the logotype was utilitarian, clean and without excess, in line with the focused persona of the facility.
During this time Trevor and his team were using the world-class business consulting services of OPEX Fitness to deliver the most value to their clients while growing their business, and the opportunity arose to become Australia’s first OPEX gym. A select few gyms are deemed worthy to carry the OPEX name, which is synonymous with the highest quality coaching, programming and results based training available.
Having just launched Fortitude Project and now becoming OPEX presented an interesting branding challenge, one that had to be thought out with consideration and communicated transparently to the market to avoid confusion.
It was decided that the pillars of focus on mindset, habit forming and living with virtue that formed the Fortitude Project branding would still be applicable to OPEX Western Sydney.
While working within the OPEX branding guidelines we created a brand instantly recognisable as part of the global umbrella brand, but with its own personality designed to appeal to the local market.