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Adana is an integrated pilates space that transforms the habit of taking care of health into a pleasant experience, for people who value a good quality of life and seek a physical activity that is connected with their routine.

Much more than a place that seeks physical health, Adana wants to become a space that takes care of the body and mind, bringing Pilates not only as a practice for a healthier body, but also for a mind more connected with the present.

A brand that represents a movement requires a very deep essence, and that is what we aimed during our process, involving customers in co-creation sessions to discover the purpose, values ​​and vision of the brand.

Adana wants to be remembered as the brand that transforms the habit of taking care of health in a pleasant experience. The goal is to offer an environment where each person can live every moment to the fullest, creating a world where people have more quality of life to live in the present.

We worked together to define the purpose, vision, values, brand and market positioning, in addition to identifying the public that Adana wants to relate to. This strategic base dictated the progress of the project, guiding the construction of the name and brand identity.

For them, pilates goes beyond a physical exercise, it is a state of alignment between body and mind, it is a sensation. That was how we searched for an imaginary name, one that was created without literal meaning to the public, but that its sonority evoked the sensations we wanted.

Adana came from the term "ananta" which in Sanskrit means "infinite", one of the concepts we’ve defined in the dynamics of co-creation of the name. We made the change in writing to have a more fluid name, with writing and speaking easy to remember and reproduce, but maintaining the sound of its origins in Sanskrit / hindi, which brings this feeling of spirituality.

The verbal universe was structured based on the concepts of intensity, proximity and optimism, defining how the brand should communicate with its audience through a structure of key words and phrases that will guide the development of communication.

We also developed the tagline, which is a short sentence about the soul of their business. In seeking to summarize the essence of Adana in a few words, we got to the concept of "Viva o agora (live the now / present)" - a movement that invites you to connect with each moment.

We also created Adana's manifesto, a public statement of the brand's intentions, motivations and visions. An impactful and passionate message that connects the essence of the brand with its audience.

Live the present with lightness and fluidity. This is the message of our identity. The feather represented by the symbol remind of what the brand believes: the present moment must be lived in a light way.

The identity was built on the attributes of simplicity, elegance, harmony and balance. Unlike traditional pilates studios, Adana aims to bring the practice as a lifestyle, impacting not only the body, but also the mind. ⠀

The logo explores a balance between straight and curved lines, mind and body, discipline and fluidity, essential elements in pilates.

The brand's color palette seeks to express a disciplined personality, of someone who respects nature's cycles and recognizes that every change takes time. At the same time it is full of vitality and vigor.

The brand is expressed through its various touch points. We develop applications in stationery, internal signage, application of the brand in the environment and gifts. We also helped the creation of a clothing and accessories brand, which will carry the name Adana for all those who want to be part of the movement for living in the present moment.