Rebranding Platforme6610: Creating a Brand Built on Belonging

When Platforme6610 decided to leave the Énergie Cardio franchise, the founders were stepping into full independence during a fragile moment. COVID had shaken the business, ownership was new, and they were about to lose the safety and recognition of a national brand. The risk was real. A poorly handled transition could have led to member loss, confusion, and financial strain. More importantly, they knew what they wanted to protect emotionally, a sense of warmth, inclusivity, and community, but they did not yet have the language or structure to express it.

Through Métisse, I led the rebrand as a full world building exercise rather than a visual refresh. The goal was to transform a neighborhood gym into a place of belonging. We created a brand rooted in human connection, inclusivity, and shared strength, one that reflected the people of the neighborhood and could live consistently across digital, physical, and emotional touchpoints. The result was Platforme6610, a brand built on the idea that strength is created together.

Positioning and narrative During workshops, the founders referenced their love for The Beatles and the spirit of Come Together. Because the brand needed to live fully in French, we reframed that emotional core into a universal idea. Together Stronger. This became the foundation for the brand voice, positioning, and storytelling. It clarified every decision that followed.

Naming Platforme6610 emerged from the gym’s original address. It grounded the brand in its neighborhood while allowing for future growth. The name felt local, authentic, and expandable without losing meaning.

Visual identity We moved away from franchise colors and built a refined, timeless palette of charcoal, limestone, sandstone, electric orange, and deep violet. Typography included a subtle nod to The Beatles without becoming referential. The system was designed to feel strong but human, structured but warm.

Photography and storytelling We rejected staged fitness imagery in favor of real people. Members, coaches, and staff became the face of the brand. The photography celebrated diversity, imperfection, and presence. This choice made the brand immediately recognizable and emotionally honest.

Digital experience The website was designed with inspiration from hospitality and wellness rather than fitness marketing. Clean layouts, intentional spacing, and warmth replaced urgency and intimidation.

Physical space The brand extended into the environment. Equipment selection, custom iron signage, color applications, and a smoothie bar were all designed to reinforce the identity. The brand was not just seen, it was inhabited.

Systemization We delivered a hardcover brand book that documented the full system, visual language, photography, and narrative. It became a living tool for onboarding, spatial decisions, and long term brand stewardship.

Outcome Within a year Platforme6610 nearly quadrupled its profits, improved retention, reached a 4.9 Google rating, and evolved into a full wellness hub. The gym became a neighborhood anchor, not just a place to work out, but a place to belong. New services were added and new locations are on the horizon.

This project marked an early and defining moment for Métisse. It confirmed my belief that when a brand is built on belonging, growth follows naturally. We are currently working on expanding their brand into multi-sensory world.