As the female-only boxing gym was a new concept in Abu Dhabi, we needed to make an impact to appeal to modern Emirati women. The gym owner turned to us for help, and we convinced her that we could keep the name and still create a powerful brand that aligned with her vision and values.
Boxing is a combat sport that requires strength and determination, and the word ‘Ultimate’ suggests unrivalled fitness. We also aimed to show that the emphasis on female empowerment was to do with mental development as much as physical strength.
Our design system revolved around a powerful, bold, and rebellious visual language that included the clever enhancement of the negative area in the letter U, made to resemble a punching bag. The letter ‘U’ also emphasized the importance of the individual, resulting in a powerful idea. Be U.
Be U is a brand that revolves around the concept of female empowerment. The brand seeks to inspire women to embrace their uniqueness, break free from societal norms and expectations, and live their lives authentically.
Be U aims to create a safe and supportive community where women can learn, grow, and empower each other. The brand messaging and visual identity have been carefully crafted to appeal to modern women looking for more than just a traditional gym experience. By emphasizing the importance of mental development as much as physical strength,
Be U seeks to create a holistic approach to fitness and well-being beyond just the physical aspect. Through its unique brand identity and messaging, Be U inspires confidence and positive development in its members, empowering them to be their best selves.
Our design system created a unique brand identity that was both feminine and strong, appealing to modern women while smashing outdated stereotypes.
The brand messaging aimed to dissipate confidence, attitude, and feeling of empowerment that the club intends to percolate down to each other. We created a message that inspires confidence and positive development by employing striking black-and-white photography with red accents.
The design system revolved around a centre graphic device of a U-shaped punching bag, an element borrowed from the logo that took a prominent role and went seamlessly across all applications to create the cohesive glue and identifier for the brand.
This resulted in a brand that aligned with the owner's vision and values and successfully promoted female empowerment in a conservative society.