In the identity, we wanted to celebrate the positivity and joy of movement, with respect to the old brand and its 90s vibe. We designed a new logo keeping the oval shape of the old logo. The oval shape is also repeated as queues and formations in the backgrounds of the applications, communicating the repetition of movements associated with the gym training.

The same repetition can be seen in the headlines and big words, taking over the surfaces. For the typography in the logo and headlines, we used Trois Mille (by Sharp Type), and its Black Italic style, which sympathetically resembles the roundness of the muscles. Thinner cuts of the font serve the other text needs. The color palette consists of poppy blue, pink, and orange. In the visual identity applications, the elements, together with the photos, are layered and organized in dynamic and playful compositions.