Palestra: probably borrowed from Latin palaestra, from Ancient Greek παλαίστρα (palaístra, “wrestling school”).
Gym chain needed better brand positioning. Aside of offering fitness, free lifting, and cardio programs, Palestra also offers ballet classes and dance classes and workout for kids. Therefore we created a flexible and smart branding identity that could respond properly and communicate services and answer the questions: How and more important Why?
According to the owner and former competitive Athlete: Palestra services is going to be staff with the first-rate quality, therefore they needed to spread the word and engage with the right audience.
Identity with the Human icon inspired by Leonardo DaVinchi famous human study: The Vitruvian Man was transferred into 20 century and used as a main visual element of leading European gym.
