Evolving the SX brand: Inspiring like-minded entrepreneurs to 'get to work.'
Building a brand that sets the new standard for high-end health clubs in the Netherlands.

Background
SX sports club was the first small-group and personal training studio situated in Strijp-S Eindhoven. Their original name stems from the SX-building where the studio is located. When the sports club was sold to a new owner, the management felt the need for a different approach.
In a highly-competitive and saturated market, SX sports club engaged us to develop a new brand-voice, brand-identity, and value proposition that would set the bar for a completely new personal training experience and distinguish them from their competitors.

Story
By meeting with the SX management team and diving into their customer base, it became immediately apparent that they are entertaining a unique breed of athletes compared to the market in general.
Namely, entrepreneurs, people who are looking to stay healthy while keeping up with their busy schedules. People who are not looking to become the next “Arnie” but people who simply want to get fit.
Entrepreneurs are rockstars in their own way, they lead busy lives, are often well known, and their attention is demanded regularly throughout the day. We believe that people are more likely to engage in brands that show they understand them. So we decided we needed to build a brand that recognizes the struggle of this specific audience in balancing their lives with successful careers and personal activities.
Brand identity
Understanding the brand’s high-end, down to earth approach, we designed a visual language & identity that expresses the most fundamental brand values to resonate with the brand’s audience.
