GRND HOUSE – Full Branding, Identity & Concept

Project Overview
This project showcases the complete brand development work for GRND HOUSE, an elite, performance-driven fitness concept. Our role was to build the entire brand foundation from scratch — from naming direction and taglines to logo design, brand DNA, visual universe and environmental concept mock-ups of the future gym interior and exterior.

Brand DNA & Creative Direction
GRND HOUSE is built on a gritty, intense, urban athletic identity. The brand is designed for a specific audience: individuals who take discipline seriously and train with purpose. The positioning blends exclusivity with raw motivation, creating a world that feels powerful, edgy and aspirational.
-high-contrast black and white color palette
-athletic, bold typography
-street-inspired textures and a gritty visual mood
-taglines built around intensity, community and discipline
-a tone of voice that is confident, direct and unapologetic

The brand’s emotional core is built around the “grind” — the daily effort, resilience and high-performance standards that athletes and serious clients identify with.

Logo, Taglines & Identity System
We created the complete identity system, including logo variations, badges and typography rules.
-clean, strong logomark representing resilience
-round badge versions for apparel, signage and digital use
-taglines such as “A Club for the Chosen” and “Welcome to the GRND” that reinforce exclusivity and community

Environmental Concept & Location Mock-Ups
To bring the brand to life, we designed the vision for the ideal GRND HOUSE facility.
-exterior mock-ups featuring a bold, minimal black façade
-interior layouts with dark tones, LED ceiling grids and high-performance zones
-basketball area with branded flooring and wall graphics
-visual touches that merge luxury with underground gym culture

These mock-ups help visualize how the brand identity translates into a real-world environment — from signage to wall prints to overall ambiance.

Purpose of the Project
This project forms the full foundation of GRND HOUSE as a premium athletic brand. It defines not only the visual look and messaging, but also the deeper personality and culture that clients will connect to. The result is a strong, cohesive identity ready for scaling into merchandise, content, locations and future franchises.