Jeddah's First Female-only Gym. Built to a Heartbeat
Pulse. A new gym brand for women in Jeddah, KSA — built around shape, size, strength, and the heartbeat of the city. Identity, packaging, signage and rollout.
Bring women together. Irrespective of shape, size or strength.
Pulse came to us with the most specific brief in our drawer. From the client: “At Pulse we want to bring women together, irrespective of shape, size or strength. Our training will be of a pulsing nature. In essence we want our identity to reflect that, and the heartbeat of women in Jeddah.” Specific briefs are a gift. This was a particularly generous one — and the first female-only gym brand in Jeddah on the line.
Listened. Drafted. Drafted again. Then drafted again.
We took the brief literally. The mark carries the pulse — a heartbeat trace running through the wordmark, the “O” opened up into the beat itself. Type reduced to its lightest weight to reflect every shape, every size. A monochrome system that lets the brand live anywhere — t-shirts, signage, frosted gym glass, marble reception walls. It took us multiple rounds. We were proud of the end result. Identity, packaging, signage and full rollout — built specifically for Jeddah women, by a brief that earned the specificity it asked for.
Different shapes. Different sizes. The heartbeat. And, most importantly, the pulse. Pulse opened as the first female-only gym brand in Jeddah with a brand identity the team could wear, paint on the wall and put on the door. The moral, in the client's own words and ours: always be specific to get the outcome you desire.
