ANAX Performance is not your average coaching. The name ‘ANAX’ comes from the Greek word meaning “leader”, and as Special Operations Forces veterans (a Green Beret and a Navy SEAL), co-founders Tanner and Rick know a thing or two about leading. ANAX was founded on one goal: to help their clients achieve their peak potential. Tanner and Rick are well-versed in calming the mind, performing under pressure, and leading team members in order to achieve impossible outcomes.
Like most military veterans, they envisioned a ‘tough’ brand with desert tan and ranger green, but after getting to know them and hearing their vision, I saw something else. I decided their brand was designed to stand out, not blend in.
View the full brand guide here.
Creative Director, Lead Designer
2 months
Like with all my logo projects, I started with pen and paper. The initial logo ideas incorporated a broad range of military symbolism to pay homage to their backgrounds such as arrows, shields, spears, and flags. The primary feelings I wanted to evoke were confidence, power, and strength. The client eventually moved in favor of a logo that incorporated a "peak" to represent what they try to achieve with clients, and a design that could easily be incorporated into the A of ANAX.
In a 2-hour strategy session after conducting some market research, I heard Rick and Tanner state over and over: "we want to be different." They didn't want to cater to corporate companies trying to "meet their bottom line" because they believed companies should focus in their people, not money. They wanted to redraw that line completely. I took this to heart while developing their branding. We often associate neutral, camouflage colors with tactical or military branding: desert tan, olive drab green, ranger green, coyote brown, etc. To mimic their vision, I opted for the opposite: radar blue and blaze orange. Colors as in-your-face as their personalities. Blue is a color that represents trust, reliability, and confidence while orange is meant to inspire and motivate.
Part of developing ANAX's brand identity was creating the messaging that would serve as the framework for how they market themselves. Their maverick approach to performance coaching is not for the faint of heart. They dare to be different, and they want their clients to dare with them. We decided there was no room for bullsh*t. We aimed to keep it real, using clear messaging, strong words, and an authenticity that cuts right to the chase.
