The brief from The Rec Room, an exclusive, luxury training facility in The Cayman Islands, was to create a new brand visual identity, logo, website and brand assets. One of the key challenges was to bring to life the founder’s philosophy of nourishing the whole self by looking after both our physical and emotional wellbeing through the work we created. One of the main ways we achieved this was by incorporating the three pillars - Optimise, Enhance and Restore - within the ‘E’ within the brand logo, becoming the core device in the main visual icon of our brand. The boldness of the logo was balanced by the colour palette which reflected the sun drenched warmth and vibrancy of the Cayman Islands, the location of their first Club.