Kode

“Another sports club” – not Kode. Newly opening in Cairo, Egypt, the sports club did not want to match the rest in the city. Much like the name suggests, the brand’s core values capitalizes on having code of conduct. Discipline. Virtue. Practice. They want to be a hub for young minds to grow, to learn, to fail and to try again. They wanted to highlight the strength of the sports in the club but also the mentality that is driven by it. A club that will include holistic, trained coaches that focus on mental health as much as the physical. So with that, an identity was created to allow the dynamism of the brand to flourish and to reflect that each young person has their own set of skills that should be nurtured and should not restricted, much like this bespoke, dynamic design system.