POKRET

Translated as ‘movement,’ POKRET is a training center focused on corrective gymnastics and functional exercise.

Although centered around exercise, POKRET is not a traditional gym. Their approach to training is holistic, incorporating movement, nutrition, and detailed, science-backed analysis of each exerciser.

With this in mind, I wanted to shift the design language toward a more medicinal approach, using only blue and white as brand colors and choosing Albert Sans for the wordmark.

Along with palette and the wordmark, I created a series of simple, circular symbols depicting each of their exercise programs which became the cornerstone of the solution.

My idea was that each of these symbols could replace the letter ‘O’ in the wordmark, depending on which exercise program was being promoted. This animation showcases that process.

Since both visual identity and social media strategy were part of this project, photography played a key role in showcasing the space and exercises — essential for their social media presence.

The first campaign combined both analog and digital images, and for the initial batch of photos, I collaborated with photographer Rea Terzin.

All of this combined contributed to the social media strategy which successfully brought close to 400 followers and nearly 60 people to start exercising with POKRET within just two months from the initial launch.

Note: the examples bellow are in Serbian as it was aimed for the local community.

The last piece of work was the website. In collaboration with Nikola Mastilović, we created a simple one-pager showcasing all the important information regarding the programs, timetables and pricing.

Overall, this was a large undertaking with many moving parts, but most importantly, it was about supporting a friend in starting a business from scratch. For that, I am truly proud of the work we did and the results it achieved.

POKRET will continue to evolve and grow, and so will this case study. For now, this concludes the project.

Photography and copywriting: Rea Terzin
Live Website: Pokret Sombor
Website development: Nikola Mastilović

2024.