NOMA: Brand Identity Design
About the project
Client:
Personal Project
Services:
Brand Design
Brand Research:
Meaning and History:
The name has a minimal, premium and international sound, making it suitable for a design-led urban brand. The name's ambiguity can actually be useful: NOMA can develop its own meaning around the idea of returning the body to a better everyday state.
About the Industry:
Traditional gyms: performance and fitness
Yoga/Pilates studios: movement and mindfulness
Physiotherapy clinics: rehab and clinical recovery
Massage/spa businesses: relaxation
Wellness/recovery studios: holistic wellbeing
Target Audience:
Urban professionals aged roughly 22–40
People spending long hours sitting, commuting or using screens
Individuals who experience everyday stiffness, fatigue and physical discomfort
Students and freelancers
Creatives and tech workers
Active people looking for recovery alongside exercise
Competitor Analysis:
Comeptitor 01: Invictus
A premium strength-and-recovery gym in D-12 focused on strength, conditioning and recovery. Its offering includes cardio, strength training, CrossFit/functional training, personal training, physiotherapy, steam and sauna.
Comeptitor 02: Vanguard
A premium fitness and wellness gym with locations in F-10 and I-8. It combines gym training, personal training, physiotherapy, cold-plunge recovery, nutrition, a health bar and dedicated women's facilities. Its positioning revolves around premium fitness, performance and lifestyle.
Comeptitor 03: MetaFit
MetaFit is a premium fitness club combining conventional gym training with extensive wellness and recovery facilities. Its TopCity offering includes fitness training, CrossFit, functional training, physiotherapy, nutrition, pool, jacuzzi, steam and sauna. Its model is therefore closer to a full-service premium fitness club than a dedicated recovery studio.
Opportunity & Key Distinction
NOMA will have a calm aesthetics focusing on pilates, yoga, meditations, suana, cold plunge etc. it will not have physiotherpy or gym related strength programs. The entire focus is on low-effort recovery treatments not high-effort performance programs.
Purpose, Vision & Mission:
Purpose:
To help people feel better in bodies shaped by modern life.
Vision:
To make everyday physical wellbeing a normal part of modern urban living.
Mission:
NOMA creates accessible, energetic recovery experiences that help people move, reset and feel better after the demands of everyday life.
Core Values:
Wellbeing — Feeling good matters as much as performance.
Accessibility — Recovery should not feel intimidating or exclusive.
Movement — Encourage healthier ways of moving through everyday life.
Energy — Recovery can be active, engaging and enjoyable.
Modernity — Designed around how people actually live today.
Brand Voice & Personality:
Modern
Relaxing
Approachable
Refreshing
Human
Final Brand Positioning:
NOMA sits between fitness, wellness and physical recovery, deliberately moving away from the traditional “work harder / perform better” gym mentality. NOMA helps modern, sedentary people feel better through accessible recovery and movement experiences.