MeUFIT commissioned us to develop all the branding and graphics for their new gym based on self-management. The aim was to give them personality and differentiate them from other chains operating in the area. We opted for a graphic design based on photography and supported by text. We created a graphic personality for the brand that is very different from its competitors and that identifies all its communications in all media, using bright colours and pixels with a broken aesthetic based on an "under-ground" aesthetic that adds value to the space and communications.