The Nadi isn't your average senior center. Recognizing the vibrancy and diverse needs of the 55+ age group in the U.A.E., The Nadi is a revolutionary platform designed to become a social hub for fitness, wellness, and connection for our beloved seniors.

Our goal was to create a brand identity that mirrored The Nadi's spirit: warm, playful, and anything but ordinary. We ditched the boring and sterile imagery often associated with senior centers, starting off with a clean, classic logo. Hand-drawn illustrations lend a human touch while also making the brand more approachable and less intimidating.

We chose a color palette that reflects a sophisticated vintage aesthetic, using muted tones that resonate with the age group and nature of The Nadi’s activities. Clean, classic fonts create the brand’s type palette, offering legibility when communicating The Nadi’s story and message.

To add more inspiring imagery, we took the logo and played around with the letters to create shapes that serve as framing devices, showcasing real-life photography of The Nadi members in colorful, recreational and social settings.

From digital to printed collaterals, The Nadi's final brand identity celebrates the golden age of active living, fostering a sense of belonging and playful engagement.