Uniting two identities into one meaningful, premium brand.

When Josh approached us, Fortitude existed as two separate strands: the main gym and Wildboar Weightlifting. Both had strong communities, but the split identity was holding the brand back. There was no single story, no central meaning, and no clear space for the business to grow into.

Our first challenge was to bring everything together under one unified purpose. We worked with Josh's existing brand values and marketing messaging to lead us to a brand essence that centred on resilience and a life-long commitment to becoming stronger.

We developed a new visual identity that took Fortitude into the premium space Josh always envisioned. The system we crafted gives the brand clarity, meaning, and consistency across every touchpoint. The outcome is a confident, unified Fortitude brand that feels modern, intentional, and aligned with the members who proudly represent it.

All photography owned by Fortitude.