“Way back then I was already thinking of doing things differently. That’s the concept we wanted to deliver.” - Fernando Mitamura

Fernando Mitamura came to us with a kernel of an idea: he wanted to open his own gym. Ambitious for a 26 year old, but he had done his homework.
With references he got oversears, his idea was to bring together a group of professionals from different diciplines in a single place and offer everything his clients could ever need to get the results they want, all this based on scientific evidence. This idea would eventually become Rise Hub.

Fast forward two years and we were actually training there.

WHAT WE DID

Branding/ Naming/ Brand identity
FOR WHOM

Rise Hub
WHERE

Londrina-PR, Brazil

Team

Creative Director
Gabriel Macohin

Design
Gabriel Macohin/ Paulo Doi

Motion design/ Video
Paulo Doi

Photography
Jota Oshiro

Architecture
Felipe Rossi/ Marcos Júnior
(FR arquitetura)

Copy Writting
Simone Semprebon/ Paulo Doi

SHORTLIST
bienal de design
LOGO Design 2019

SHORTLIST
bienal de design
NAMING 2019

SHORTLIST
BRASIL DESIGN AWARD
BRAND POSITIONING 2019

SHORTLIST
BRASIL DESIGN AWARD
NAMING 2019

Idea / feel

Mitamura already had his coaching business going for a few years, so a big part of our goals was to transition his know-how, notoriety and clientele to Rise Hub.

The whole project started with what we call the “feel”. It’s simply “what does the brand FEEL like?”. That is the initial point that then informs and cascades down into everything. So we produced a series of moodboards to try and capture the brand’s atmosphere. Once we zeroed in on something more specific, the next step was the name.

Rise Hub is a simple and honest, but strong name, that doesn’t beat around the bush or try to create some grand concept behind it.

Brand Identity

The logo is made up of 5 squares - representing the different disciplines - that come together to form arrows pointing up - which were then picked up by the architecture and used as a recurring motif throughout the space - and the final thing is simply an M - which connects the company to its founder. A slight variation of the mark is used on Mitamura’s personal logo too since he and his company are extremely connected but, the icon is abstract enough that by itself doesn’t feel like a personal logo.

This is Fernando Mitamura

Mitamura is a very competitive guy. He's always trying to push it a little farther then his comfort zone. And he loves what he does.

So instead of creating a culture for the company, we tried to make an identity that would uphold Mitamura's personal beliefs.

We don't believe in acting a different way in order to attract a certain public. We believe you are who you are, and the people who can relate to that, flock to it.

Typography

The typography drawn for the logo exudes stability and structure. It avoids cliches usually associated with gyms. The identity is minimalistic with a lot of white space balancing the black and orange, the latter of which we use as our accent color.

A tipografia da logo foi desenvolvida especificamente para o projeto Rise Hub

Architecture

The physical space was envisioned by FR Arquitetura, helmed by Felipe Rossi. The project integrated the brand identity, throughout the whole gym in its use of type, graphics, colors and tone.