Breaking New Ground: Branding & Positioning Spartannn Brain Gym
Spartannn began trading in Autumn 2023, initially operating from the back room of the Lions Amateur Boxing Club in Brierley Hill, Black Country. The gym, led by founder Dr. Emily Barney, offers a unique approach to mental fitness, targeting men who may not be comfortable with traditional counseling. Dr. Barney, a former Clinical Psychologist with over a decade of experience, transitioned into entrepreneurship with a special focus on men’s mental health. Her mission is to create a nationwide chain of Brain Gyms, offering effective, accessible, and affordable mental fitness personal training (MFPT) that promotes mental strength, endurance, and power.
Dr. Barney’s experience includes using Spartannn’s mental fitness techniques with a wide range of individuals, including prisoners, police officers, and army veterans. Her ultimate vision is to address the rising rates of male suicide and mental health challenges by offering an alternative, practical solution through 1-1 training sessions designed to build mental resilience.
The Challenge:
One of the key challenges Spartannn faced was creating a brand that would resonate with men, especially in the context of mental health, where traditional counseling might not appeal. The goal was to build a unique and recognisable brand for this new concept that was inviting but also clear in its mission. It was important to ensure the message that this was not a counseling service but a gym for the mind was communicated effectively. The brand needed to speak to men who might feel hesitant about seeking help, using language and imagery that would break through the barriers of stigma and resistance.
Another challenge was how to position Spartannn as a credible and accessible alternative to conventional mental health services. The gym’s unique offering of mental fitness personal training (MFPT) had to be explained in a way that felt natural and easy to understand, while distinguishing it from traditional therapies. Simplifying the concept without diluting its impact was crucial for attracting the right audience.
Lastly, there was a need to build awareness for the gym, especially in the early stages of the business, and reach potential clients through the right channels. Spartannn needed a strong online presence and a straightforward way of communicating its values and offerings.
Our Approach:
When we first began working with Dr. Emily Barney, the project’s direction was much different, and Spartannn was still in its early conceptual stages. Through multiple ideation sessions, we were able to clarify the vision and refine the brand’s message. As the project evolved, we reworked the branding to incorporate imagery that spoke directly to the audience. The iconic Spartan shield was chosen as a symbol of strength and resilience, paired with Spartan Crimson, a colour that subtly represented the male struggle with mental health—disguising emotional injury from others, as Spartans did to hide their wounds.
The branding also embraced bold, simple typography to communicate the concept of clarity and transparency—”what you see is what you get.” This direct, no-frills approach resonated with Dr. Emily’s target audience of men who might not be inclined to explore conventional therapy.
When it came to the website, the design was focused on simplicity and accessibility. We wanted the site to be easy to navigate, with clear calls to action and a variety of content formats that made Spartannn’s approach to mental fitness easy to understand. The aim was to create an intuitive user experience that reflected the gym’s straightforward, results-driven ethos. As this was a new concept, it was important for visitors to access detailed information about the benefits of mental fitness and the services offered at Spartannn without feeling overwhelmed.
Services We Delivered
The Results:
One of the key challenges Spartannn faced was creating a brand that would resonate with men, especially in the context of mental health, where traditional counseling might not appeal. The goal was to build a unique and recognisable brand for this new concept that was inviting but also clear in its mission. It was important to ensure the message that this was not a counseling service but a gym for the mind was communicated effectively. The brand needed to speak to men who might feel hesitant about seeking help, using language and imagery that would break through the barriers of stigma and resistance.
Another challenge was how to position Spartannn as a credible and accessible alternative to conventional mental health services. The gym’s unique offering of mental fitness personal training (MFPT) had to be explained in a way that felt natural and easy to understand, while distinguishing it from traditional therapies. Simplifying the concept without diluting its impact was crucial for attracting the right audience.
Lastly, there was a need to build awareness for the gym, especially in the early stages of the business, and reach potential clients through the right channels. Spartannn needed a strong online presence and a straightforward way of communicating its values and offerings.
Client testimonial:
I am so impressed with all the team at Eighty3 Design!! I used the services to help me to design my brand concept and logo and then the website. Bec was so lovely and creative and really helped the creative ideas. Dan was fantastic in helping to create the look for the brand and the look and feel of the website and Emily worked so hard to get the website absolutely perfect. Cannot recommend enough! I really liked the upfront payment, there were no extra costs when I had to make changes and the team kept on working on the website for as long as it took to get it perfect. So friendly and professional, great job!
Dr Emily Barney
Founder
Spartannn Brain Gym
Clear messaging is essential when launching a new concept, especially in the mental health space, where communicating the brand’s unique value proposition in an accessible way is crucial. A strong and resonant brand identity can break through societal stigma and draw in an audience that may not typically seek traditional mental health services. Simplicity in design and user experience is also key; by keeping both branding and website design straightforward, users can easily understand and engage with the offering. Lastly, persistence is invaluable. Building a business from the ground up requires dedication and consistent networking, as demonstrated by Dr. Emily’s efforts to grow Spartannn’s presence.
Ready To Build Your Brand Online
Have a groundbreaking idea that needs a strong, clear brand and a compelling online presence? At Eighty3 Design, we specialise in crafting brands that capture attention and resonate with your audience. Let’s work together to turn your vision into a memorable experience, just like we did for Spartannn Brain Gym. Get in touch today to start building a brand that stands apart.
