Summit Fitness, Abu Dhabi

A brand-defining concept for a stand-out fitness studio

Brand | Strategy

A gym in a modern block in a city of modern blocks has to stand out. So we devised a concept that gives Summit Fitness an edge in a market chock-full of lookalikes.

We devised Summit's brand style and identity, together with a suite of interior concepts involving stone and wood for a calming, yet focused approach to fitness. Natural light and greenery were essential ot the idea of bringing the outside in. In every aspect of gym life – performance, wellbeing, guest experience – Summit elevates. By listening, sharing, and performing, Summit delivers transformational fitness for an audience that won't accept standard.

Go back
Delve: A trip to Abu Dhabi
The area’s water, blue skies and greenery inspire the Summit experience by bringing the outside in.
Delve: Local wellness culture
The city has become one of the world’s wellness capitals. We look to stand out from the competition through unique and ownable storytelling.
Dream: Create & develop
A place where we listen, share, perform, drive, elevate, and deliver – all through transformational fitness.
Early logo development looks to bring a sense of light and movement to the wordmark.
Draw: Brand guidelines