Welcome to the Brand Manual for Base. It introduces our identity and explains the guiding principles for using the elements of our brand. The way we look, sound, and behave is a reflection of who we are. The Base brand identity is more than a logo or a font, it is a rich system that works to let our business shine with personality and approachability.

Created by Metcon Creative for Base.
Copyright Base 2024.

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Our Brand

Upgrade the way people live.

Our Mission

02 –

Our Vision

Upgrade the way people live.

Our mission is to help others evolve into healthier, happier people by coaching/teaching them how to:

Move purposefully.

Fuel optimally.

Rest mindfully.

Think openly.

Connect consciously.

We work to elevate their baseline so that they are more productive, more fulfilled, and more able to manage their own health.

What problem does this solve for people?

Based on our experience, most of us are not taking care of our health. We feel stressed, unfulfilled, and overwhelmed; wanting to improve, to live better, but not knowing where to start or how to change.

We cut out the noise of the health and fitness industry and help people focus on, and improve, the things that will have the greatest impact for them.

How will we do this?

Health is the base of our quality of life, and training is the base of health. 

We help members establish a solid training routine and use it as the perfect feedback loop to advocate for lifestyle change. As they layer in better habits, they’ll see improvements in  performance, which increases results, which maintains buy-in, which continues to fuel the evolution.

We use training as a conduit for broader conversations about health and wellness, and how each individual can forge their own path to a better/healthier life. 

We keep in touch with members to understand what they need.

We speak from our own experience and share our own journey.

What does success look like for Base?

150 members is the sweet spot, which means we can maintain quality relationships with people, while covering all costs. 30% of that revenue is PT. The big goal is $225k a month, which is the revenue when we can have the freedom and cashflow is positive. This year’s 6 months have been the best. We are in the last push of our business, either it works or it doesn’t. Success means it works.

03 –

Pay to Play Values

Be consistent and fair.

Nobody gets special treatment, everyone gets respect. 

We set expectations from the jump and communicate clearly and openly with our community. 

We are consistent and fair in pricing and service. 

Hold a high standard.

How you do anything is how you do everything. 

We are very particular about how things are done because we know it matters. It takes discipline to do great things so we lead from the front, set the bar high, and invite others to join us. 

We. Do Not. Yield.

Work together,
as one.

We join forces to work from a pool of shared energy, skills and experiences to maintain momentum, raise the standard, and create better outcomes.

We get further when we work together. This collaborative mindset will ripple out to our members, elevating us all as one.

This is meaningful work.

We don't take our opportunity to help people lightly.

Our job changes lives and we take that role very seriously.

At any time we can choose to be on autopilot and make no impact, or go deeper and influence not just the person in front of us, but others in their lives through them.

We find purpose in making the world healthier, one person at a time.

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Core Values

Work hard and hold high standards.

Hard work is a catalyst for personal growth in all areas.

Challenging ourselves, pushing past our limits, and getting uncomfortable is how we explore our potential and achieve our personal greatness.

Take ownership and action.

Get in the arena.

Take responsibility for your energy and your outcome, and be an
active player in creating the future you want.

Move with purpose, curiosity, and humility.

Find what’s important, go after it, and don’t let anything distract you.

Understand that everybody’s a work-in-progress and that we’re all here to be better. Be humble and vulnerable as you pursue your path.

Keep your curiosity. Being open-minded and always seeking opportunities to learn and grow is how we become better humans.

03 –

Aspirational 
Values

We bravely lead the way into unexplored territory.

We’re prepared to be the outliers and do things at a really high level. 

Because health is so multi-dimensional and every human is so unique, we challenge the status quo and think outside the box.

Using new methods, combining unexpected strategies, and being the gym that gets things done in a unique way is something we
aim for.

We connect people to what they need.

We sell people what we know is going to get them results. And if we’re not a good fit, we know who to connect them with.

We want to be the place to go to find the best physio, healthiest meal prep company, or the person who can help them level up in other areas of life. We’re like a life improvement concierge, and people look to us for guidance. 

We’re not in the exercise business, we’re in the unbelievable life changes business.

We know that the biggest opportunity we have to level up our lives is through health. There’s nothing that even comes close. 

We connect the knowledge of health with the understanding of emotions to move people to action, empowering them to achieve unreal levels of health.

We're a health village, and we want people to step into our zone and be amongst this culture that'll upgrade their health and their lives.

04 –

Our Beliefs

Training is the starting point of better health.

There’s no greater health intervention than training and that’s why it’s at the heart of what we do.

We use training with a greater purpose in mind because we know there’s more to it than just getting fitter and stronger. 

A good Coach can change your body. A great Coach can change your entire life.

A great Coach identifies their client’s reason for training and ties everything back to it.

It starts with understanding people’s wants and needs, and including things they love. Then a great coach fixes one thing at a time, allowing them to move forward without requiring absolute perfection. The path is to work on a longer time horizon rather than rushing the process.

A Base coach sees training as an investment. You make small improvements, and allow the compounding effect of the process to deliver results. 

Live in alignment with your purpose and take action.

Ray Dalio said: “the happiest people discover their own nature and match their life to it.” 

When you know what’s most important, you can clear out all the BS and spend your precious time living life on your own terms. No regrets.

We are a culture of respect and  life savagery. 

You are the average of the 5 people you spend the most time with. Find people who are doing the things that you want to be doing, and join them.

We believe that when people step into our zone, they know they’re amongst something special. It’s palpable. Outsiders can see it, and those within it can feel it. 

The beautiful part is that if you're willing to put in the effort, you're invited.

05 –

Our Ideal Client

Personas help us design our work for a specific somebody, rather than a generic everybody.

Vince

When you meet someone who works with Base, these are the kind of people you’ll meet.

The Basics

35 years old

Corporate C-Suite professional

Married with two kids under 7

Currently going to F45 when he can make the time

Qualities

He likes to have clear direction and instruction.

He likes systems and he likes discipline.

He's a doer not a talker.

He works hard. This carries over into his training.

Day in Vince's life

7 o’clock gym class

Showers and goes to work straight from there

Works a long day, gets home around 6pm

Workday is packed with meetings

Lots of pressure

Desk bound

Gets lunch delivered, gets the salad from McDonald’s

Dinner with the family, then some time with the kids

Unwinds with Netflix and time with his wife

Drinks a glass of red wine a night

Eats two to three meals out a week

Watches sports and documentaries

Listens to podcasts - Huberman, Joe Rogan, and Lewis Howes

Mindset

Ready to make change

He’s done what he sees as the basics, and wants to take things to the next level

He’s getting information from a performance context in the professional world

Very high achieving, Type A personality

Discipline comes fairly naturally

He has a work hat, and a home hat, stress of work doesn’t come home

He wants to be fitter and be healthy for the kids

Goals

Look and move younger than his age

Reduce stress

Improve overall health

Feel a sense of purpose when working out

Stay consistent

Pain Points

Enjoys the weekend too much

Doesn’t make the connection that the weekend is setting him back

The pain of the weekend isn’t enough yet to prevent the night out

Chronic stress

He hasn’t done the internal work that precedes the optimisation

Trains inconsistently

Where does he look to for help?

Podcasts

Google because he actually loves to figure things out on his own

How can we help Vince achieve his goals?

Prescribe a combination of PT, health coaching and personalised guidance on lifestyle habits.

Get him into Group Classes, where he’s exposed to things like Class Attendance Goals, Never Miss a Monday and set up a goal schedule for him.

Assign some morning and evening routine practices.

Set training goals, and test it again in 2 months time, show him progress.

What does life look like after 3 years with us?

Completely changed body composition. He wears a Whoop and obsessed about the details.He’s still got the destructive habits that he had before, but they’re much better managed, anticipated, and regulated. He’s gone from being to one of the average performers in class, to one of the top performers because of the small habits that allow him to perform better. He’s consistent, comes in 5 days a week. 

He’s having deeper conversations about longevity, and about his 5 pillars. 

He gets his steps in and understands about the ecosystem of health. He’s seeking out some individualised health coaching, and really looking to level up.

He’s like one of the elders of the village, and he’s a great ambassador for the gym.

“Health is the key. And health starts at Base.”

"I'm so proud of the progress I've made at Base. I'm more productive at work, I’m a happier father, a happier person. Training here has improved all areas of my life. Awesome training, but the biggest benefit is the education and support."

 A future testimonial from Vince

06 –

Our brand at a glance

Our logo is a distinct mark that identifies our company. 

The logo is to be used only in the brand colors, which are listed below. Combinations of the brand colors are acceptable, as long as contrast and clarity are paid attention to.

Clearspace

Great logos need room to breathe. To make sure that the Base logo maintains its sophistication, leave it uncrowded.

The blue box indicates the minimum space required around the logo at all sizes. To measure the minimum, take the width of the 'b', and apply it to all sides.

Not observing this guide will result in a crowded logo and a missed opportunity to show professionalism and brand power.

Don't do this

To protect the logo, you have to keep it the same almost all of the time. These are some examples of what not to do.

1.  Don't use mixed or non-brand colors
2. Don't use drop shadows
3. Don't skew the logo out of proportion
4. Don't put anything inside the clearspace

07 –

How to use our colors

Our colors are elevated and deliver a pop of energy.

The off-white adds sophistication and is used throughout as an alternative to the clinical feel a full white can bring.

They can be used in their full strength or in shades, but any design should be kept to these colors to keep the brand consistent.

Always aim for maximum readability of fonts and layouts when choosing colors.

Base Bright

C1 M1 Y1 K0
#fafafa

Base Inferno

C0 M877 Y91 K0
#fa4729

Base Regal

C40 M84 Y71 K57
#572124

08 –

Chosen to bring clarity to our voice

Our heading font is Neue Haas Uppercase.

Our body copy font is Neue Haas Sentence Case.

Fonts are really powerful. They add personality, they can make words appear like they’re SHOUTING or whispering.

When you speak to a person, you don’t just hear the words. You hear the tone, the volume and speed of their word as they are spoken. Those are the things that fonts communicate.

The Base fonts have been chosen to balance adventurous and athletic.

Use the fonts for the uses listed here, and always keep in mind that the more space the words have to breathe, the better their message is received.

09 –

Culture Kit

We're here to serve people. These are the pieces of our culture our people love.

This kit includes badges and icons unique to Base, designed to resonate and connect with our ideal client.

Use these files when creating merchandise like shirts, and put them into social media posts or emails to add a touch of Base brand personality.

10 –

Our social media channels allow us to communicate our message and deliver valuable content to our ideal audience. How it looks and sounds goes a long way to promoting our brand.

Social Media

Our social media is designed to be engaging, consistent, and informative. We use it to educate, celebrate small wins and share a personal side to Base.

Through our content people will learn more about us, learn about the Base method, and will hopefully begin to see themselves as one of us. 

These templates have been set up in Canva, and there's a template for every need. 

11 –

Once our ideal client signs up, the true experience begins.

They are welcomed with a guide to all things Base, in either printed or digital format.

Note, that the Canva file is a template for you to build upon, and I can review and make recommendations.

Sticking to the template will ensure adherence to the brand.