Project overview

Uorkaut

A direct, active identity for a platform that makes movement more accessible.

Uorkaut was conceived as a Brazilian online platform connecting people with gyms and physical or therapeutic activities.

The idea came from a familiar gap: many people understand the value of exercise but struggle to make it part of their routine. At the same time, gyms need more consistent ways to attract and retain members. Uorkaut positioned itself between both sides, making access to movement more practical for users while supporting the business of partner gyms.

The identity needed to communicate this balance. It had to feel digital, versatile and energetic, while building enough clarity and credibility for a service that connects different people, routines and businesses.

The symbol was developed through a geometric grid, giving the mark a disciplined and recognisable structure. Its form draws on the idea of money in your pocket, expressing the economic value the platform could offer to users.

Three graphic elements form the final symbol. Together, they represent the relationship between users, Uorkaut and gyms. Their arrangement turns the logo into a simple visual shorthand for connection: a platform that brings these three parts into the same system.

This gave Uorkaut a direct and active identity, built to make a digital service feel accessible, practical and ready to move with its audience.

Category: Visual identity
Client: Uorkaut
Context: Grupo Blend (agency)
Industry: Health and fitness platform
Role: Visual IdentityArt Direction

SAVINGS

The orange circle suggests a coin in a pocket, translating the platform’s promise of more accessible physical activity.

CONNECTION

The three elements represent the relationship between users, Uorkaut and gyms, brought together in one system.