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Forget traditional weight machines. Six3Nine emphasises freedom of movement, personal training and science. The concept’s a proven one. Our brief was to make sure the brand identity was equally distinct and compelling when the personal training practice opened its doors for the first time in Covent Garden.

Our involvement began with the name. The founder’s scientific approach to fitness provided the inspiration and we settled on Six3Nine, the number of skeletal muscles found in the human body. Next came the strapline. The phrase ‘Personal Training Practice’ emerged from our consultations and was well-received as it captured the medical as well as aesthetic strands of the brand.

In parallel, we developed a visual identity that expressed these qualities and which extended naturally across a range of touchpoints. As well as promotional marketing materials to support the launch, we created stationery, digital executions and a distinctive photographic style. Perhaps most satisfyingly, we were also asked to look at the working environment of the new brand and so applied our identity to the interior colour schemes and workout spaces.

Six3Nine has a discerning client base. They have an informed view of personal fitness and many are high net-worth individuals. We successfully engaged this audience with an integrated identity that captured and strengthened the brand’s position in their sector. Most gratifyingly, membership levels were at 75% only three months after the launch.