The Hundred
I am rooted but I flow
The Hundred is inspired by the deeply meditative Pilates exercise that focuses on your core. Held for a duration of 100 breaths, it prepares the body and mind for transformation. This idea is what drives Asma Lootah’s Wellness Centre in Dubai and our identity. We created a mark which feels rooted and strong but also grows from its core in 100 different directions, reflecting the vibrancy and life at the centre.
We used the established brand architecture to inform the signage and wayfinding throughout the centre. Along side this we created a series of tag lines for social media and tote bags that encapsulated the centre’s motivational and uplifting spirit.
Since 2016 we have worked closely with Asma to expand the visual identity out into other areas of the business, including naming for the 100Cafe and bespoke illustrations crafted by Darling Clementine and inspired by the flora and fauna that surrounds the centre.
Process
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Asma described how she hoped the centre would be rooted in its place for the next 100 years. This made us think of a tree with it’s long sturdy roots. Something about looking at the tree from above made us realise just how much it mirrored what Asma was doing. Although rooted and strong it had hundreds of branches that felt very reminiscent of the community and life at the centre.
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Initial research into the 100 exercise created by Joesph Pilates
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Asma sent us many images of the plant life that grows inside and outside the centre. This was then used as a brief for illustration.
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