FORTIS is the boutique fitness studio brand, created as a collaboration between Everyone Active and Speedflex. Action Group was at the heart of creating both the product and the brand.
Designing the logo
The name FORTIS was chosen to represent strength. The Latin word translates to strength, bravery and power and we decided to reflect these pillars within the brand.
A fortress icon was created within the logo design to further emphasise the brand pillars and significance of the name. The icon, combined with the letter F, was designed to be a brand emblem in its own right.
We sharpened the typeface on the gold lettering of the F and T as a further accent to ‘strength.’
Creating the assets
FORTIS was set to be a brand for everyone, from 18 – 80. We needed the assets to reflect this and ensure the class appeared welcoming and accessible for all members, regardless of their age and fitness level.
We recruited models from a wide age range and paired younger with older in shot, to demonstrate the power of a mixed ability class.
We shot static images as well as action shots to give us ample material for both ad artwork and social media. We also filmed a high-energy video to give all members a real insight into what to expect from FORTIS. The full version was shared on email and social and played on a loop on large TV screens within the centres to give members an insight into what was coming. A 15 second version was also created for the cardio consoles of the gym equipment.
Advertising the brand
The photography assets formed the mainstay of the ad artwork and a number of variations were created to match the member demographic of each centre. We also created variations for in-centre posters and banners, and external banners, as well as artwork for local press.
Digitally, the assets were used to design a website landing page, email headers, timetables and the FORTIS Fixtures; a programme of events and themed classes taking place in the studios.
In addition to print and digital artwork we created uniform designs for both instructors and general centre staff as well as a selfie wall for post-class sweaty social interaction!
For help creating a fitness brand, reinvigorating life into an existing brand or just ramping up the success of your concept, don’t hesitate to get in touch with us info@action-group.co.uk