FLEX was born from a strategic consulting project developed by Full House Partners, designed to respond to shifting consumer behaviours in the fitness sector. The pandemic, the rise of digital habits, and a growing demand for flexibility created the ideal context for a new brand that would break away from traditional gym models. The challenge? To create an innovative platform with no fixed fees, offering on-demand access to classes and partner studios — with a strong digital presence and a value proposition rooted in freedom of choice.
Our Role
OFF-SUIT was the agency responsible for translating the strategic vision outlined by Full House Partners into reality, implementing all branding, content and communication components for FLEX. The objective: to communicate an active, flexible and commitment-free lifestyle — with clarity, consistency and aspiration.
Deliverables included:
The FLEX launch campaign gained strong organic and paid traction on social media, validating the brand’s value proposition and generating hundreds of registrations in its initial phase. The brand positioned itself as an urban, modern and commitment-free alternative, winning over users and studio partners through its simplicity and flexibility.
FLEX (Strategic project by Full House Partners)
Branding, Content & Communication: OFF-SUIT
Creative Direction: Martim Neves & Andreia Lukeny Silva
Photography & Video Production: Studio21 (Full House Partners Group)
Web & App Design: David Oliveira
