O Clube is a boutique gym in central Lisbon for people aged 40 and over who exercise for health and wellbeing. From the start, we developed the brand and interior together, using the same strategy to shape both how the gym is perceived and how it feels to be there. The aim was a calm, joyful and energising environment, where light, sound, music, temperature and materials all contribute to the experience. The visual identity drew on early fitness culture of the 1980s, particularly its typography, reworked through a simpler contemporary language with minimal imagery and colours linked to different activities and moods. Inside, wood, natural linoleum, controlled lighting and carefully planned studios support group classes, personal training, consultations and massage. A small seating area and kitchenette extend the experience beyond exercise, offering somewhere to have tea, check a laptop or pause before and after a class. The identity is experienced beyond the logo, in how people enter, move, exercise and pause.