You will burn 73 calories and strengthen your
eye muscles while reading this case study.
Client: New premium fitness club which positions itself as a place with the main goal to inspire
a person to live a healthy life and follow balanced lifestyle.
Challenge: The design of logo and corporate identity, as well as interior branding, and the launch
of an advertising campaign.
Palestra (from Greek Παλαίστρα) — is a private gymnastics school in ancient Greece. Generally speaking,
this word was used as an institution in which young people tended to learn different kinds of sports. In modern
Italy the word has a common usage, which means “gym”. The core concept contains the idea of inclusion
of the Greek letter "λ” (lambda) in logotype and usage of this letter as a logo itself.
System of differentiation of individual formats within the brand Palestra.
Corporate style
Combining Greek roots and modern sports aesthetics can be traced in the style elements.
The rough texture of materials, bright dominant color, dynamic handwritten font, and motivational phrases.
We have developed a special cyrilic
Ancient modern greeks
The key figures of corporate identity are taken from classic images of ancient Greek sculptures:
Discobolus of Myron, Boxer of the Quirinal and the Aphrodite of Capua. We also added a number
of various fitness accessories to the statues, thus linking the aesthetics of ancient classics and
In addition to all printed materials (business cards, club cards, price lists, gift certificates, flyers)
we also have fully branded the stationery of the club-restaurant.
Table organiser
Interior branding
We have been developing interior branding aligned with S&T architects agency. As the architects
created the overall design, we focused on implementing corporate identity elements in the specific
spaces and locations.
Advertising campaign
You can't solve every problem within your head. Sometimes it’s all about muscles :) Thanks for your attention and good luck
in looking great!
Fitness club address
1 Obolonska naberezhna str., Kyiv, Ukraine

Project team
Boris Alexandrov – creative director
Anton Storozhev – designer
Elena Parhisenko – designer
Yuriy Domovesov – designer/motion designer
Dimitry Panasiuk – copywriter
Denis Dukov – creative retouch
Alexander Gusarev – post production
Konstantin Kondratenko – post production/font designer
Gregory Vepryk – photographer
Vladimir Shurubura – photographer