FitCiti
[year] · Naming, identity system and brand proposal for a sports and lifestyle destination
Challenge
FitCiti was planned as a bold, holistic sports and lifestyle facility in Nairobi, described in the brief as "Nairobi's playground". It had at least four teams and three sub-entities. It needed a name and a brand that could hold all of them together.
Thinking
The naming brief asked for a name that captured an audacious, holistic answer to Nairobi's fitness and lifestyle needs. Naweeri set criteria: memorable, meaningful, protectable and adaptable across categories. Global benchmarks such as Aspire Zone and Singapore Sports Hub framed the ambition.
Execution
Naweeri ran a facility naming exercise and a logo rationale deck with symbols, emblem and type. The identity mood board sets a master brand with sub-brands: FitCiti Sports Club, Performance Centre, Rec Centre and Hotel and Spa, each with its own Pantone colour and Avenir type. The proposal covered branding for all entities, website, social, campaigns, photography and video.
Outcome
Outcome: [needs Richard]. Logo and emblem files exist, which suggests the identity reached final artwork. Whether the facility or the wider proposal went ahead is unknown.
Credit: Naweeri Africa