Vis Motus

Vis Motus is a Zagreb studio for personal training, premium group sessions and sports massage that, before working with us, operated without a unified visual identity. Clients booked sessions by phone or message with no recognisable brand behind the service, and neither the equipment nor the materials reflected the level of service the studio offers in its private, exclusive setting. We needed an identity that would work equally well on a trainer's t-shirt and on a business card handed to a new client.

We designed a dynamic monogram of two overlapping, upward-facing V letters, evoking both movement and the upward trajectory of a client's progress through training. For the colour we chose purple — rarely used in a fitness industry dominated by red and black — immediately setting Vis Motus apart from typical gyms and studios. We applied the identity to a sports t-shirt with a discreet logo on the chest, and to business cards with a QR code leading straight to WhatsApp for quick booking, connecting the physical and digital touchpoints with the brand. We chose bold, solid typography for the name, matching the seriousness of the individual approach the studio offers every client.

Vis Motus now leaves clients with the impression of a serious, premium studio from the very first encounter — whether that's the t-shirt worn by a trainer or the business card handed over at the end of a session. A clear call to action via the QR code further shortens the path from discovering the brand to booking a session, making it easier for the studio to turn a first impression into a new client. The recognisable purple colour and dynamic monogram now follow the studio across every communication channel, from trainers' t-shirts in the gym to social media profiles, building a consistent brand image over time.