About This Project


rebranding – brand strategy & logotype


Vježbaonica is a boutique movement studio based in Zagreb owned by Jelena Skender, mag. cin. Since the studio and its owner grew, they were in need of a fresh, new strategy and logotype to match the mindset change. Their biggest challenge was to attract new customers. We immediately saw the potential in Jelena’s persona. Her charisma, waste knowledge of movement anatomy, and amazing ability to make a physical diagnosis on the spot, just by looking at the persona, encouraged us to brand the studio as “the true movement experts”. The brand became honest, feminine, warm but also knowledgeable, impactful, and empowering. Like an honest friend who knows her’s stuff.  The brand became a hybrid between physiotherapy and training. It became a hybrid of healing, injury prevention, and gaining physical fitness through movement. The claim Moj pokret. Moja snaga // My movement. My power / My strenght was derived from the new values and positioning and truly shows the substance of a brand.

At the same time, the idea was to brand Jelena Skender personally as an expert. For that purpose, we created a series of PR articles in collaboration with the Croatian website t-portal. The articles covered themes regarding the importance of training, movement, injury prevention, the training process, and the importance of the trainer itself. Visually, we wanted to keep her in the spot of a brand, so logotype is made in line with that idea – with Jelena in focus. Lettering is clean and simple and combined with brand colors, they reflect calmness, strength, and authority.  The round symbols and combination of colors give mild overall movement to the visuals.

The logotype was made in the collaboration with Vidi – visual studio.