U.be Health

Building a high-impact brand for a performance gym with a holistic approach

Ube Health offers personal and small-group training grounded in performance and balance. We developed their brand from the ground up — spanning identity, website, gym design, content strategy, and promotional materials.

Client

U.be Health

Services

What we did

Ube Health came to us pre-launch with a clear ambition: to create a training environment that combines strength, cardio, mobility, and mindfulness. The concept was holistic, but the culture was built on effort. They needed a brand that would attract a focused, results-oriented audience without losing sight of the broader vision of health. From the outset, it had to feel serious, useful, and credible — without defaulting to typical gym aesthetics.

We created a full identity system, including logo, color palette, typography, and tone of voice — designed to communicate structure, intent, and movement. Beyond the visual core, we helped shape the branded experience inside their flagship gym in Amsterdam, from key design elements to spatial layout. We also supported content strategy and developed promotional materials to extend the brand into campaigns, onboarding, and ongoing communication.

The challenges

The brand had to make a clear distinction: this was not another lifestyle gym. Ube Health is about training first — structured, progressive, and high output — but within a modern environment that signals comfort and care. The challenge was to hold both: a raw physical tone that motivates, and a refined experience that welcomes. Visually, verbally, and spatially, the brand needed to cut through the noise of familiar gym tropes while staying clear, coherent, and usable across formats.

The Solutions

We developed a visual system grounded in contrast and discipline, designed to scale with the business.

The website was built to convert, inform, and evolve — which we continue to manage.

Spatially, the identity was applied through branded interventions across equipment, surfaces, and signage, reinforcing rhythm and direction inside the gym itself. As the brand expanded into a second location in Heemstede, the system held — adaptable, distinctive, and operationally sound.

Building a high-impact brand for a performance gym with a holistic approach

We developed a visual system grounded in contrast and discipline, designed to scale with the business.

The website was built to convert, inform, and evolve — which we continue to manage.

Spatially, the identity was applied through branded interventions across equipment, surfaces, and signage, reinforcing rhythm and direction inside the gym itself. As the brand expanded into a second location in Heemstede, the system held — adaptable, distinctive, and operationally sound.

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