We developed a bold visual concept rooted in the historical symbolism of the word “Palestra,” referencing ancient Greek training schools. The logo features the Greek letter “λ” (lambda), used as a standalone symbol and across various brand formats. The corporate identity draws on iconic Greek sculptures — such as the Discobolus and Boxer of the Quirinal — updated with modern fitness gear to bridge the ancient and the contemporary. We extended the identity to stationery, club-restaurant branding, and interior spaces in collaboration with S&T architects, ensuring that the aesthetic seamlessly translated across all physical and visual elements of the club.

The task was to build a distinctive brand identity for a new premium fitness club, Palestra, whose mission is to inspire a healthy and balanced lifestyle. The challenge extended across multiple touchpoints: creating a memorable logo, designing a cohesive corporate identity, launching a campaign that connects emotionally, and integrating visual branding into the club's interior. It was essential to blend classical inspiration with a modern fitness philosophy to differentiate Palestra in a competitive market.