MELIUS MOTION

Garrett Snook is a notable and formidable athlete here in the Black Hills of South Dakota.

Having been involved with sports his whole life and setting new records for his school on a state level, Garrett has live and breathed athletics his whole life. He received his degree in exercise science at Black Hills State University (BHSU) while participating in multiple sports during his career.

His college athletic career led him to continue his pursuit of exercise science, and was determined to make a full time career out of what he loved. Garrett’s deep knowledge and understanding of athletics instantly sets him apart from other fitness trainers and athletes in the area, and drove him to create a fitness community and program around his unique approach and experience.

Garrett came to me with a bold vision — to create a fitness brand that isn’t a cookie cutter “Chad” magnet. He wanted something completely different and to stand out in the sea of boring, predictable fitness brands. No rough-looking text, no muscles in the logo, but a clean, sleek identity system that had a respectable and commanding first impression.

During our strategy meeting, naming was the biggest hurdle to jump. Garrett’s vision was all about introducing as much science as he could to his programs, and he wanted to make sure that there was an institutional aspect to the brand. Playing off of an academic foundation, we ended up finding the name “melius”, which in Latin means “to better”. Choosing a Latin word was a tip of the hat to academia, while the meaning of the word itself directly lends itself to Garrett’s overall mission — to better the lives of his clients through fitness. “Motion” was added to the Melius name to stray away from the common business descriptors like fitness, wellness, and training, while also giving alliteration to the name.

The end result was a robust, future-forward fitness brand that looks incredibly unique within the industry while providing a similarly unique value to all who work with Garrett.