Located in the central business core of Singapore, META is a high-performance, goal-oriented boutique gym that specialises in body and lifestyle transformations. Through its META Training System, strength and fitness programs are tailored to every clients’ individual needs. Extending from this thought, the brand adopted a variable identity, representing its diverse spectrum of body shapes and weights. Utilising a variable font, every stationery application within the branding takes on a di fferent weight of the logotype, extending across print, digital, and environmental collaterals. The monochrome colour palette reflects a sleek and understated character, accented with energetic doses of magenta to establish a boisterous yet composed identity.