A bold and energetic new identity for a community-driven gym
2021
Visual identity & website
We Improve is more than just a gym. It’s a place where people train, grow, and support each other — both physically and mentally. The goal was to create a visual identity that captures this spirit of strength and connection while standing out with energy and confidence. Together with founder Wim, the creative direction was defined around the idea of progress and community. The bright red became the core of the brand: powerful, direct, and full of energy. The result is a strong and flexible visual system that reflects the gym’s personality and motivates people to push their limits.
The project delivered a full visual identity, complete logo suite, and detailed brand guidelines. The identity was rolled out across apparel, merchandise, and digital channels, and will later be integrated into the interior design of the gym. Following the success of the branding, We Improve commissioned the design of a new responsive website, extending the same energetic visual language online. The result is a consistent and motivating brand that unites the We Improve community — in the gym and beyond.
