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Soultrain is a Sydney based training facility and personal training services founded bytwo ex-professional NRL players. Soultrain’s initial location is in the Wooloomoolloo Police Citizens Youth Club, with plans for further expansions within the PCYC network across Sydney. The brief was create a brand identity that captured the essence of them as people, and their approach to health and fitness.
The brand strives to combine traditional sporting team values with innovative training techniques, whilst also remaining true to their urban location and community focus (Soultrain actively participate in youth programs and charitable events to raisemoney for the PCYC). For us, it was about articulating who they are in a really engaging and authentic way. Well crafted words, bold type, dramatic black and white photography. It’s all quite pragmatic and utilitarian, with an aspirational quality.
Since launch, Soultrain have grown a loyal community of members and now employ other trainers.
“Our fundamental difference is our sporting team approach to fitness. Our entire philosophy and methods of training centre around a shared vision, a winning attitude, and a sense of friendship where one person helps another. Not just in health and fitness, but in life. And that’s why the creative journey we took with Designer Rice was so important. We’re really proud of the outcome. On a grassroots level, when it comes to who we are and what we do, our brand is on-point, yet it inspires us to feel and act like a professional sporting franchise, with a sense of purpose and clear vision for the future.” Founder and Coach, Nick Bradley-Qalilawa