GDMI

The client

Ginnastica Dinamica Militare Italiana is a training discipline born in Italy in 2013: high-intensity bodyweight work, coordination and group dynamics, with real effort and no shortcuts. It has grown into one of the most widespread training networks in the country, with more than 300 certified centres.

That growth came with a problem. Each centre was interpreting the brand on its own, without shared rules, and the result was fragmented communication that weakened the brand nationally.

The brief

A cohesive system strong enough to hold a large, decentralised network together — consistent at scale, yet simple enough for hundreds of centres to apply without central oversight.

What we did

Strategy came first: discipline, community and concreteness as the brand’s pillars, and a tone of voice that stays direct and motivating without turning aggressive.

The signature is typographic. Starting from Eurostile — the geometric sans designed by Aldo Novarese in 1962 — the lettering was pushed into a stencil voice: Italian modernism on one side, military discipline and structural rigour on the other.

• Brand strategy and tone of voice

• Custom stencil typography

• Brand guidelines and communication tools for instructors and centres

• System design and art direction

The result

A coherent, authoritative identity that scales with the network and stays recognisable at every level — from a national campaign to a single centre’s social post.

Credits

Creative direction — Eduardo Pellegrino

Graphic design — Nicolò Botticini