Copywritting: Guadalupe Caballero – Andrea Retana
Lead Designer: Diseñador Líder: Carlos Bonilla
CONCEPT
In a chalet in Torrelodones, Spain, La Haçienda was born. A gym that transforms training into more than just exercise: it becomes community, motivation, and a lifestyle. Here, movement also means sharing, connecting, and feeling part of something bigger.
Beyond its sports areas, the space also offers a restaurant and dedicated social zones, creating an environment where personal connections and a sense of belonging are part of the experience.
NARRATIVE
Our challenge was to translate the strength and discipline of sport into a contemporary identity, while preserving the warmth and authenticity of a traditional hacienda. The brand needed to balance the energy and modern spirit of training with the historical essence and sense of belonging of the place—all through a visual and verbal language that feels coherent, powerful, and engaging.
Our creative proposal was built on a modern aesthetic. For the logo, we chose a bold typeface with weight and presence, designed to convey both dynamism and structure. The symbol takes inspiration from the form of a quadrilateral—a representation of discipline and determination—that reflects not only the physical and mental strength of training, but also the ideas of community and belonging.
The color palette was developed around neutral tones that provide clarity and style, reinforced with accents that bring energy and movement. A modern yet timeless combination, created to remain fresh today and relevant in the future, without losing visual strength or its bond with the community.
Photography played a key role as well: we defined a clean, contemporary visual style with framing that highlights both the intensity of training and the closeness between people. More than documenting, the aim was to capture the modern vibe of the space and the character of its community.
Brand phrases reinforce the verbal identity with a direct, confident, and approachable tone. Short messages that motivate, support, and project the lifestyle proposed by La Haçienda, naturally integrating into every brand touchpoint.
