SALT GYM — Full Identity and Content System

A fitness club in Saudi Arabia needed a single visual identity that works equally well in Arabic and English — not an English version hastily translated. Alongside it, a daily content system — stories, posts, class schedules and seasonal offers — that the marketing team could run without the brand losing its coherence after two weeks.

A complete identity guide delivered as a system, not a logo file. A three-version logo system — dark, grey and inverted — with the construction grid, clear-space margins, minimum sizes for both the full logo and the symbol alone, and explicit rules for what may not be done to it.

A bilingual typographic system: ITC Avant Garde Gothic Std for English in Bold for headings and Regular for body text, and The Sans Arabic for Arabic — two typefaces chosen to stand together within a single design.

A two-tone colour palette carrying the brand: grey #A5A5A3 and pink #DE8CA9, each with an opacity scale from 0% to 90%, plus a set of icons and abstract shapes for use across the designs.

The guide was translated into a working template system: promotional posts for classes and events priced in riyals, introductory stories (why SALT, club benefits, the boutique), weekly class schedules, seasonal offers, and Instagram highlight covers — all on the same palette and the same typefaces.

The system also covered the print guide and the app interfaces (sign-in and account creation), along with real operational content such as announcing the “immunised” status requirement on the Tawakkalna app for entry to the club.

The line the brand stands on: STAY FIT, NOT STILL.