The gym, located in Abu Dhabi, was aimed at women of all fitness levels and included a range of training that included functional, cardio, strength and conditioning, and nutritional coaching. However, the owner was unsatisfied with the existing name on the gym’s business license and unsure how to promote female empowerment within a conservative middle eastern society.
As the female-only boxing gym was a new concept in Abu Dhabi, we needed to make an impact to appeal to modern Emirati women. The gym owner turned to us for help, and we convinced her that we could keep the name and still create a powerful brand that aligned with her vision and values.
Boxing is a combat sport that requires strength and determination, and the word ‘Ultimate’ suggests unrivalled fitness. We also aimed to show that the emphasis on female empowerment was to do with mental development as much as physical strength.
Our design system revolved around a powerful, bold, and rebellious visual language that included the clever enhancement of the negative area in the letter U, made to resemble a punching bag. The letter ‘U’ also emphasized the importance of the individual, resulting in a powerful idea. Be U.
Be U is a brand that revolves around the concept of female empowerment. The brand seeks to inspire women to embrace their uniqueness, break free from societal norms and expectations, and live their lives authentically.
Be U aims to create a safe and supportive community where women can learn, grow, and empower each other. The brand messaging and visual identity have been carefully crafted to appeal to modern women looking for more than just a traditional gym experience. By emphasizing the importance of mental development as much as physical strength,
Be U seeks to create a holistic approach to fitness and well-being beyond just the physical aspect. Through its unique brand identity and messaging, Be U inspires confidence and positive development in its members, empowering them to be their best selves.
Our design system created a unique brand identity that was both feminine and strong, appealing to modern women while smashing outdated stereotypes.
The brand messaging aimed to dissipate confidence, attitude, and feeling of empowerment that the club intends to percolate down to each other. We created a message that inspires confidence and positive development by employing striking black-and-white photography with red accents.
The design system revolved around a centre graphic device of a U-shaped punching bag, an element borrowed from the logo that took a prominent role and went seamlessly across all applications to create the cohesive glue and identifier for the brand.
This resulted in a brand that aligned with the owner's vision and values and successfully promoted female empowerment in a conservative society.
Since its launch, Ultimate Gym has seen unparalleled success in the Abu Dhabi fitness market, thanks in no small part to its unique focus on female empowerment.
The brand messaging, cohesive design system and dedication to providing a welcoming, supportive environment for women of all fitness levels have helped to establish Ultimate Gym as the go-to destination for female-focused fitness in the region.
The gym has attracted a loyal following of modern Emirati women who appreciate the club's empowering ethos, and it continues to inspire confidence and positive development in its members.