Client: Fortis
Categories: Branding, Illustration
Background:
I was approached to develop the brand for Fortis, a new fitness initiative that was more than personal training. Personal trainer Luke Reynolds created Fortis out of his passion for training for longevity and wellbeing, blending gym sessions with meditation, breathwork and lifestyle coaching. Fortis clients range from those new to their health journey and not sure where to begin, to those serious about lowering their bio-age through fitness and wellness.
The Problem:
Fortis was poised to take a completely niche area of the market, uniquely offering personal training blended with meditation and other tools to increase overall wellness. Fortis needed branding that could steer away from the traditional gym brands showcasing muscles and dumbbells, and instead use a more abstract design that could signify the goal of longevity. The brand also needed to resonate broadly, with Fortis’ customers ranging from 25-60 years of age, and all genders.
The Solution:
The name ‘Fortis’ signifies strength and willpower in Latin, and the Fortis brand captures this. The design is neither masculine nor feminine to encapsulate the wide target market, and in a sea of blues and greens used in the fitness and health industry, bright orange – the colour of warmth and youth – shows that Fortis is a little different.
For Fortis’ educated and middle/upper-middle target market, the sophisticated feel to the design also worked well. And the artistic infinity loop design tells us about Fortis’ goal – to enhance longevity through health; the idea of ‘living forever’.
