Platforme 6610

The Challenge — Fear, Transition, and a Blank Canvas

When the team first approached us, they were navigating a major transition: buying themselves out of a franchise, recovering from the financial impact of COVID, and stepping into ownership for the first time. Branding was an unfamiliar territory for them, and the stakes were high. A misstep could have resulted in membership loss, confusion, or a costly setback at the worst possible moment.

Their emotional state was a blend of hope and fear. They believed deeply in their mission, but lacked the language and confidence to express it. Our first responsibility wasn’t design — it was creating a safe, collaborative environment where every stakeholder could voice their perspective. A gym built on belonging can’t be created through hierarchy; it requires collective authorship.

Discovery — Understanding the People Behind the Place

Before we began any strategy work, we visited the neighborhood. We walked the streets, observed the rhythms of daily life, and spoke with residents. A neighborhood gym reflects the ecosystem around it — we needed to understand the community before redesigning its home base.

During our five-day on-site design sprint, we interviewed founders, coaches, staff, long-time members, newcomers, and people who had never stepped foot inside. Through these conversations, a clear theme emerged:

People weren’t looking for a fitness club.
They were looking for a place where they felt seen.

This truth shaped the brand’s foundation.

The Breakthrough — “Together Stronger”

During our workshops, the founders expressed their admiration for The Beatles and the spirit of Come Together. It was the emotional core they gravitated toward, but it didn’t translate well into French — an essential requirement in Quebec.

So we reframed it into something universal: Together Stronger.

The phrase captured everything: community, resilience, growth, and the belief that strength is created in connection with others. It became the anchor for the brand’s voice, positioning, and storytelling. From that moment onward, the direction became unmistakably clear.

Brand Identity — Building a World Instead of a Logo

Naming

Through community input and strategic exploration, the name Platforme6610 emerged. Rooted in the address of the original location, it grounded the brand in its neighborhood while also creating a modular naming system for future expansions.

Visual Identity

We replaced the franchise’s legacy red, blue, and white with a refined and timeless palette: charcoal, limestone, sandstone, electric orange, and deep violet. The typography included a subtle visual homage to The Beatles — honoring the inspiration behind the brand’s ethos without overpowering it.

Photography & Storytelling

One of the defining choices of this project was rejecting staged fitness models in favor of real people — the members, staff, and coaches who made the gym what it was. Our team photographed the community as they were: human, diverse, imperfect, and inspiring. This decision became a hallmark of the Métisse approach: brands must feel alive, human, and emotionally truthful.

Digital Experience

The website was designed with inspiration from hospitality and wellness brands. Clean lines, warm tones, intentional spacing — a user experience built to welcome rather than overwhelm.

Physical Space

As the brand grew, the space evolved with it. New equipment was selected to match the brand palette, ironworkers built custom signage, and a smoothie bar was added. The brand didn’t just appear in marketing — it became an environment people could physically inhabit. We helped the company stay on brand during the renovation period.

Results - A Transformation Felt Immediately

After launch:

• Profits grew 4x

• Google rating rose to 4.9 stars

• Staff morale improved noticeably

• The gym expanded into a full wellness hub

• Offerings expanded

• Operations expanded

• Staff grew

• New locations on the horizon

To support long-term consistency, we created a hardcover coffee-table brand book — a tactile, living artifact containing the full brand system, photography, story, and visual world. This book became a central tool for onboarding new staff, guiding interior design decisions, and aligning future marketing efforts. It became a symbol of the investment they made — and a reminder of the story they were now responsible for protecting.

Legacy — A Place Where Community Grows Together

Platforme6610 is no longer just a fitness center.It is a neighborhood anchor.
A space where people gather, connect, rebuild confidence, and grow in ways that transcend physical strength.

Because of the rebrand, Platforme6610 became:

“A place where people of all backgrounds come not just to work out, but to belong.”

The gym now hosts events, offers massage therapy, operates a smoothie bar, and is actively expanding its offerings. We are currently working with them on multi-sensory brand extensions — including a signature scent, branded beverages, sauna experiences, and other sensory activations designed to deepen emotional connection.