Our task was to develop a brave new brand that could blend business, fitness, wellness and luxury in a truly distinctive way. In a place like Singapore image is crucial; we needed to strike a chord with the world’s professional elite.

At its most distinctive, Gravity's verbal identity talks the language of achievement. It deliberately draws on a lexicon of high performance that's common across disciplines – from business to fitness, or whatever it is you excel at. While to offer up luxury cues the writing is elliptical where possible, too.

That's one of my favourite brand lines just up there. The idea was to connect with the high achievers Gravity is aimed at, by reinforcing the idea that true success is earned and not given.

The visual system works hand-in-glove with the verbal identity. It's minimal and sophisticated, with the red accent colour there to offer standout when needed. Mind you, located as it is at the very top of Singapore's tallest building, Gravity already does a pretty good job of standing tall.

You'll find some example applications from here on – including one of the 900 invites sent out to the carefully selected big hitters Gravity targeted as customers.