Graft Brandlab was approached by two ambitious founders, Jo Braun and Daniel Kanak. Their vision: A fitness studio that caters to the needs of professional millenials and that challenges the conventions of traditional gyms. In order to get their business off the ground, GRAFT Brandlab developed a distinct brand positioning and designed the brand’s identity hand in hand with a signature interior design. The result is an instantly recognizable brand experience that appeals to the core target group. The first studio opened in July 2016.

- Design manuals for both – the brand and interior design – offer a comprehensive set of guidelines for achieving consistent branding in all dimensions, throughout all media and in all studios

- Strong logo with iconographic and memorable picture mark

- Condensed, yet bold typography; used generously and concisely

- Strong, contrasting colors with a prioritization of black

- Unique image style that emphasizes the intensity and dynamism of the workout

- A recognisable, unique interior design that contrasts rough, industrial materials with luxurious details

- Accent lighting in red and blue highlight the otherwise dark interior, enhance the workout experience and tune the studio spaces into a real Urban Heroes workout experience