The Huddle approached us with a vision to create a fitness experience unlike any other in South Manhattan. Their concept combined two powerful modalities: a proprietary data-driven approach to performance and an intimate "team-fitness" perspective that fosters lasting results. In a market saturated with standard gym offerings, they needed an identity that would communicate their holistic philosophy and premium positioning.
Most fitness brands emphasize either high-intensity performance or spiritual wellness—rarely both. The Huddle needed a visual identity that would communicate their unique integration of mental and spiritual health with physical fitness, while differentiating them in the competitive New York fitness landscape. The brand needed to appeal to ambitious professionals seeking not just a workout, but a community united by common intentions.
Our work began with two in-depth strategy workshops with the client team. These sessions proved invaluable, not only giving us deep insight into their business vision but also helping their management team align on values and priorities—an essential foundation for any new venture.
We developed our concepts through our Stylescape approach, presenting two initial design directions that visualized the brand's potential. This led to three refined concepts based on their chosen direction, each combining different elements to help the client gain a comprehensive understanding of their brand's potential before making final decisions.
Our exploration revealed two powerful interpretations of "The Huddle" concept:
The first direction explored Huddle as a symbol of gathering and potential energy—that crucial moment where team members unite before action, brimming with the potential of the game ahead. This concept tapped into the tribal, human need for connection that sets the foundation for concerted effort.
The second direction, which the client ultimately selected, emphasized Huddle as a nexus for connection and networking. This approach highlighted the endless possibilities of metropolitan New York, positioning The Huddle as a central hub for wellness activities while conveying premium quality through jade green and gold tones.
The resulting brand identity centered around a distinctive mark where connecting lines form the letter "H"—visually representing connection, teamwork, and networking. The color palette of jade green and gold creates an atmosphere suggesting:
We paired this with Manrope, a geometric sans-serif typeface with excellent readability that reinforces a contemporary, sophisticated brand image appropriate for a premium wellness space.
Our collaborative approach ensured alignment throughout the process, with the final brand identity receiving enthusiastic approval from the client. The identity successfully expressed The Huddle's distinctive positioning at the intersection of data-driven performance and community-centered wellness—a brand ready to stand out in Manhattan's competitive fitness landscape.
While business circumstances ultimately prevented this concept from reaching the market, the branding work represents the kind of holistic thinking and strategic design we bring to every Symbolon project.
Let's begin crafting your own symbolic identity.
Book your free consultation below to get started.