Reshape.
by Holmes Place
A new name and identity for Holmes Place’s two dedicated studios in Tel Aviv for very high-intensity strength training, bringing the 1Rebel and ProStudio concepts together under one bold, black-and-neon brand.
- Client
- Holmes Place
- Role
- Brand identity, campaign & art direction
- Scope
- Logo, type, colour, pattern, signage, digital, merch
- Where
- 2 studios · Tel Aviv
- Year
- 2024
The idea
Change your shape.
The name comes from shape-shifting: the promise that hard, intense training can change your form. The identity is built to feel the same way: loud, compressed, high-contrast.
The R carries the weight. It is underlined like a strike in the wordmark, cut down to a single letter for the app and social icon, and repeated as a pattern across every surface.
Type & colour
Condensed, loud, neon.
Bebas Neue for English, FB Matador Narrow for Hebrew. Two condensed faces that hold the same rhythm in both languages. Black does the work; a magenta-to-ember gradient brings the heat.
- Black#1A1518
- White#FFFFFF
- Magenta#CC1B75
- Violet#8219E8
- Ember#D85730
Launch campaign
Feel the HIIT.
‘New in Tel Aviv’, a launch campaign across billboards, street furniture and paid social.
In the studio
Out of the deck, onto the walls.
The identity live at the Tel Aviv studios: the marquee sign, branded bottles and floor standees for opening day.
Digital
King of gyms.
Merch
Take it home.
Brand identity & campaign: Tair Efrati · Holmes Place · 2024