Tel-Aviv has plenty of gyms. What it didn’t have before De Club was a club designed end to end as a single high-end experience. One building, one philosophy, organized across four floors and four disciplines that flow into each other.

The brief came to us from a team building something that hadn’t existed in Israel at this register. Performance on one floor. Functional movement on another. Recovery on a third. A space for the slower work, flow, and breath, on a fourth. Boiler, VUCA, Flow, LIVO. Each floor needed its own character, its own visual posture, and its own logic, while a member walking through the building still had to feel they were in one club, not four.

We started with the parent identity. A wordmark that scales from a wristband to the building exterior, a grid that holds across every surface, and a typographic posture grounded in restraint. From there, we built each floor as its own sub-brand within the system, with its own palette logic, signage character, and approach to space. The four sit independently, but they share a parent that holds the room.