2022 · IDENTITY EXTENSION
MADE AT YOUTOPIA
Performance by Youtopia
We took the calm Youtopia brand into the gym: heavy type, spray textures and photocopy photos made for motion, not stillness.

As Design Director at Youtopia, I created the brand’s original identity, a system rooted in serenity, balance, and introspection.
For Performance, its training-focused vertical, we reworked that language to reflect something more physical and urgent. The typography feels heavy, as if saturated with ink, leaving behind a visceral imprint, a mark of pressure and force. Hand-drawn elements, spray textures, and photocopy-style photography reinforce this raw energy, unpolished, fast, and intensely human.
A stripped-down offshoot of the original brand, built not for stillness, but for motion.
Performance by Youtopia wordmark in black on a white textured background
Three versions of the Youtopia symbol on white
Youtopia wordmark stacked three times in black
Hand-drawn marks and pictograms for the Performance identity
Performance class names set in bold type on white
Performance class schedule layouts in black and white
Black and white posters of athletes training, lined up on a dark wall
Large-format printer printing a black and white Performance poster
Performance poster with the weekly class lineup on a dark wall
Next project → YPF Ventures