Four companies joined forces in early 2026: Start2Move, ClubJoy, Festyfit and House of Workouts. And one question makes or breaks such a merger: how do you become one brand without everyone losing their own identity? I designed a brand architecture with two tracks: the Start2Move brands as children of the parent company, the strong names as distinct characters with "by S2M Group" as endorsement strategy. From there, I built through to the details, from logo system to website to exhibition presence. Today, the group connects over 1,000 clubs, 5,000 instructors and 2,500 students per year. One family, you can see it. And you can feel it.
