Brand Solution

Brand & Corporate Naming

Key Pain Points
 
1. Image: Military-style boot camp intimidating for beginners and those seeking an approachable experience
 
2. Limited Brand Recognition: No clear vision, narrow audience focus, weak marketing
 
3. Inconsistent Messaging: Ownership change and repositioning cause confusion

Approach
 
1. Discovery
 
1.1 Interviews with members and the team to understand perceptions and aspirations
 
1.2 Analysis of local and national competitors to identify gaps and opportunities in branding
 
1.3 Repositioning the camp as a welcoming place that empowers individuals of all fitness levels

2. Strategic Framework

2.1 Naming brief emphasizing resilience, personal growth and community

2.2 Practical criteria outlining simplicity, memorability, and linguistic adaptability

2.3. Preliminary trademark and domain availability checks

3. Creative Development

3.1 Word association around themes of strength, community and transformation

3.2 Evocative words with action-oriented terms

3.3 Metaphors related to perseverance and progress

3.4 Literature and history, abstract perspectives, grouping, shortlisting, swapping and exclusions

 Key Takeaway

Using proven methods and a strategic approach to naming, we crafted a fresh, inviting, and memorable name that aligns with the new owners' vision of providing an empowering and transformative experience for all. This enabled the camp to attract a broader audience while staying true to its outdoor training roots.