Shape Up

Branding Design, 2020

ShapeUp is a positive and stress-free place for your body,

health and mind 🤍


The interior is far from the typical masculine “gym” look, where there’s nothing but dark and harsh colors. In contrast for ShapeUp’s color palette, we chose warm & light neutral tones. Because this brand is about physical development and movement, we wanted the logo to be alive and look as if it’s moving. So, we used a gradient in the logo to give that feeling of motion while representing a state of improvement and change.


For the primary logo, we designed a custom type logo and replaced the letter “U” with our submark logo. To be consistent, we designed a submark logo that resembles a human figure in motion inspired by the Megaformer.