Premium gym, bold attitude.
We rebuilt the brand, nailed the tone, and flexed type with a striking, focused site — for the third time, a first.
In a sea of best-price gyms, Phive Clubs offer genuine premium fitness built around personal goals. Redefining wellness across the lucky cities of Lisbon, Porto, Coimbra, and Leiria.
Phive is our oldest client, surviving three brand and website versions over 18 years. This is a true story of how partnering as brand guardians helped them become one of Portugal’s top health clubs brand.
The first version, launched in 2012, earned our first Awwwards SOTD. The second became a benchmark for gym websites, holding strong for nearly a decade. Now, meet Phive 3.0 — the most fit version yet, streamlined for multi-city growth and juiced with fresh content (see what we did there?).
The variable typeface flexes the narrative, from fit to strong to stronger to protein dealer, echoing the club’s growing presence across Portugal’s major cities.
Each gym has its own dedicated section, highlighting its unique offerings and features. The hero of each page is a timelapse video that sets the pace for the experience.
Paired with custom music inspired by Steve Reich’s minimalist compositions, each location features a distinct variation of the soundtrack, perfectly synced with the flow of actions.
Oh, and one last thing. The website is designed with two clear targets in mind: to impress new visitors with a punch of exclusivity, and to serve current users with streamlined access to class schedules and essential functionality. Flexing like the hero they truly are.
- Brand Extension
- Photography
- Video
- Naming
- Website
Website
Some clients find us through those extra juiced websites, then ask us to tone it down. “We want something functional!” As if it’s either or.
Truth is, every site has a different problem to crack. For Phive, function and content were mandatory. Quick access to essential info for regulars was our North Star.
Meanwhile, Phive was growing fast and the site needed to land each new club with absolute clarity. That’s exactly what we built, wrapped in a recharged brand universe powered by a flexing variable typeface.
Content is king. So we helped Phive show, not just tell with custom video, strong photography and bold timelapses setting the tone. Each club opens with a 40-second visual punch. Fitness is action over words. Movement speaks louder.
We paired type like a street poster, loud cuts, strong contrasts, unapologetically layered. From font to motion, this one flexes hard. One of our sharpest, most on point builds yet.
Coolest tote bags. Cleanest, most functional class schedule. This year, the Büro crew’s chasing that summer body: no excuses.
The Brand
Can you reinvent a brand a third time effectively? Sure — especially when you treat it like it’s your own.
We kept the wordmark, rethought everything else. Built a typographic-first universe with street-smart font pairing and just enough grit to bend into motion. Manuscripts? Always a pain. But we got the flex pairing just right.
From the biggest (and best-looking) tote bag we’ve ever made to a whole new wave of textile wear, the updated brand is now set for the next decade.
And yes, their TikTok content? Surprisingly good. Follow it.
Video&Music
We teamed up with long-time fave Matthew Collings to reinterpret a 70s pearl through a contemporary lens, inspired by Steve Reich’s minimalism. Each gym gets its own variation, synced to the timelapse flow with murmurs, breath, and heartbeats pulsing through.
Matthew composed 7 custom tracks, one per gym hero, from electronics to brass to raw metallics. The music fades and resumes as you move between locations or sections. Try it, it works pretty well.
For the quieter corners, we added two ultra-low-key tracks to keep the vibe in check. One’s even silent, a nod to the lowest key possible.
Hate music on websites? No worries. Ends here.
Collaborating with Büro means entrusting your project to professionals who consistently deliver excellence. Büro encourages thinking outside the box—boldly challenging norms without fear of critique. Their exceptional design quality has elevated the Phive brand both nationally and internationally. Our 18-year ongoing relationship with Büro is built on five core pillars: creativity, innovation, quality, communication, and professionalism. With Büro, we have a trusted partner who continues to exceed our expectations.