When cricket legend and businessman Wes Hall’s luxury hotel needed a fitness facility identity, we created a brand that merged personal legacy with premium fitness. The challenge was to craft an identity as sophisticated as the hotel itself while nodding to both the owner’s name and the facility’s elite status.

• Balance luxury positioning with fitness functionality
• Create connection to owner’s legacy without being obvious
• Design for upscale hotel environment
• Differentiate from typical hotel gyms
• Appeal to both hotel guests and local members
• Maintain minimalist sophistication
• Translate across multiple applications

• Developed clean, architectural typography
• Created iconic ‘H’ dumbbell symbol
• Used orange accent for energy and warmth
• Integrated parallel lines suggesting progress
• Built sophisticated black and white base palette
• Crafted dual-meaning name implementation
• Designed for maximum impact in minimal space

• Established premium fitness destination
• Created sophisticated brand architecture
• Enhanced hotel’s luxury amenities
• Attracted high-end clientele
• Built recognition among fitness enthusiasts
• Developed signature experience
• Elevated gym positioning