LES CINQ 11 ANOS
2025 • Visual Identity • Art Direction
The 11-year campaign of Les Cinq SP celebrates more than a journey. It marks a story built with focus, consistency, and transformation in the heart of São Paulo. These are years of real movement, daily discipline, and individual evolution within a community that grows together.
This moment is not just a celebration, but a point of reflection and progress. An invitation to keep elevating body, mind, and lifestyle with purpose. It was from this vision that the concept was born: “To elevate is more than moving up a level. It is having awareness, consistency, and purpose.”
The campaign proposes a journey of overcoming that does not depend on comparison with others. Each workout is a choice, each step has intention. It is about health with consistency, performance with balance, and an experience designed to support personal progress in a real way.
To translate this thinking visually, a series of key visuals was created to reinforce the pillars of the campaign. The images work with movement, intensity, and focus in a symbolic and sensory way. The aesthetic follows the spirit of the brand: direct, urban, and alive. Each visual element expands the meaning of “elevate” and positions Les Cinq as a space that inspires and sustains those who seek more from themselves every day.
1:1 is more than a symbol. It is a starting point. An idea that places each person at the center of their own process of change. It is not about comparison with others, but about an encounter with oneself. The symbol represents a mirror, a pair, a level to be reached. It proposes a direct challenge: only you, with you, can take yourself to the next stage.
The symbol also carries the 11 years of Les Cinq, but it is not tied to time. It speaks of the now. Of the moment when one chooses to continue, accelerate, or transform. Of stopping for a second, looking inward, and understanding what needs to be left behind so that a new version of oneself can emerge. It is an individual process, with its own rhythm, but one that gains strength in the collective. Each person with their own goals, but everyone pulling one another forward.
Creditos
Head: Hugo Tomio Furushima
Conceito criativo: Pib Club
Direção de Arte: Vinicius Souza, Thainá Yamada
Cliente: Les Cinq Gym