Brand Philosophy

The core is the central and most important point of our training, it is the source of energy that motivates and moves our entire body. For this reason, reaching the core is our goal, it is the image and physical condition that you will achieve as part of our movement. Whether you are a beginner or an expert, the core is within your reach ... You just have to move, the right way.


We are a training center with a functional discipline that adapts to the needs of its clients, regardless of their fitness level or physical condition.

We combine all the benefits of a training center with the ease of a personalized training based on functional movements specially designed to motivate and give energy.


We are an option for men and women, whether they are busy people who want to look good, lose weight or fitness lovers who are in search of a new type of training that further challenges their physical performance. We seek to transform the need to exercise into an entertaining and invigorating activity that uses body movement as a source of energy.

Brand Philosophy

Urban Pro is an online retail store that provides the basic needs of their users, bringing them an easy way to buy what they want in one website. For the creation of this project, a previous investigation was carried out on the business model and its competitors. Taking this into account, a simple and minimalist identity was developed to cover the different areas of the company, avoiding highlighting a specific one.

An icon was created consisting of a smile that denotes our differentiating service, provided due to the happiness and great customer service we provide to our customers, who in return, become part of our identity when we combine that element with the letter "O". This icon also fulfills the function of describing our business model in a simple and effective way by creating an icon that graphically represents the users of our website.


Brand Concept


Primary Typography

Secondary Typography


Art Director & Graphic Designer Adriana Gutiérrez

Strategist & Copywriter Carlos Rincón