Optimal Personal Training
Optimal Personal Training is a mobile based service specialising in both private and semi-private sessions - making sure customers hit their own goals through one-to-one coaching. The brief called for an identity that both men and women would be drawn to, displaying universal appeal and embracing the tagline "You at your best".
The challenge was to ensure the brand remained empowering, without intimidating women in particular or people with weight problems and low self-esteem.
This was achieved by the use of bold font (drawing on the strength and fitness angle), a gender neutral colour pallet (playful, yet powerful) and a simple iconography (a softening to the aesthetic to ensure a less masculine approach was achieved).
