Muv
MUV is a gym located on the coast of Beirut, consisting of a unique space: two floors dedicated to movement and wellness, with a unique sea views and equipped with the latest fitness technology.
The name, MUV, was the ideal starting point to build the brand. The direct connection with the English word move reflected the essence of the project: dynamism, energy and action. Our challenge was to turn this idea into a powerful visual language that would dialogue with the space designed by BAD Architects, a studio that had conceived a modern and functional building from scratch, making the most of the views and natural light.
The concept of strength and definition led us to work with a bold typography as the main axis of the identity. This choice was not accidental: the robust and forceful letters reflect the physical and mental purpose of those who frequent the gym. The typography becomes a visual metaphor for the worked, solid and muscular body, but also functional and balanced, essential qualities of a space like MUV. The design goes far beyond aesthetics: the typography not only defines the logo, but becomes a visual system that permeates the entire gym.
From stationery and service catalogues to interior signage, each element is designed to guide users in a clear and effective way. Zone names, such as CARDIO or WEIGHTS, are painted directly onto floors, walls and ceilings, not only as a functional guide, but as a bold visual statement that delineates the space with character. This approach turns every corner of the gym into an extension of the brand, creating an immersive experience for users.
The colours and finishes of the design have been adapted to the coastal environment, using tones that dialogue with BAD Architects' architecture. The clean, contemporary design complements the lines of the building, while the visual strength of the identity ensures that MUV stands out as an iconic space in Beirut.
MUV is not just a gym, it is a space designed to inspire movement, strength and self-improvement. Our visual identity not only reflects these values, but amplifies them, integrating into every detail of the space. From the moment someone crosses the entrance until they finish their workout, the design is present, guiding, motivating and connecting with each user. This project not only allowed us to design a brand, but to contribute to creating a unique experience on the Beirut waterfront.
Credits:
Client
Arwa Traboulsi
Architecture
builtbyassociativedata.com
Photography
BAD
City
Beirut
Year
2019