Round
2026 · Women's gym brand identity · Dubai and Sharjah, UAE
Overview
A gym for women built on the metaphor of a diamond: it starts as raw stone, and with time, the right process and the right tools, it begins to shine. Time to shine.
The concept
Round is a women's gym in Dubai and Sharjah, focused on training glutes and legs. We needed one story strong enough to generate illustrations, taglines and a brand concept that could speak for itself through a very minimal graphic system.
On her first day at a new gym, a woman rarely feels fully comfortable; it is a new environment. Days and weeks later, that strangeness fades into something familiar, and the body starts to change.
That is the metaphor. When a miner finds a diamond inside a mine, it does not look like the stone in a jewelry store. It is raw. With the right process, the right coaching, the right tools and time, it becomes something beautiful. Round's identity tells that transformation.
The identity
