ICON Padel + Pilates Club
Client: CAAM - Camilo Moreno + Arquitectos
ICON Padel + Pilates Club is a new luxury wellness development in Aventura, Florida, combining two elevated experiences — Padel and Pilates— under one cohesive brand ecosystem designed to feel exclusive, modern, and community-driven.
Art & Creative Direction
Branding
Graphic Design
Video Editing
Web & Social Media Content
Dual Branding
under one ICON
Two Crowns:
Padel & Pilates
The challenge was to create two distinct brands that could stand confidently on their own while clearly belonging to the same ICON family. We developed a shared crown symbol as the unifying mark, then expressed it uniquely for each discipline.
THE PADEL CROWN
The Padel identity leads with energy and movement. The crown is reimagined using four paddles and a ball, creating a bold, dynamic mark that reflects sport, community, and momentum. A clean, modern sans-serif typeface ensures clarity and consistency across the brand, while a green and tan palette grounds it in an active, outdoor lifestyle.
Social Media Content
Designed to reflect a premium yet energetic look and feel, using clean layouts, bold typography, and consistent brand colors to establish ICON as a modern, elevated destination.
Teaser Reels
Short-form teaser reels built anticipation ahead of launch, hinting at the project’s scale and exclusivity while spotlighting the first-ever covered rooftop padel courts to spark curiosity and buzz.
Carousels & Posts
Posts to highlight the club’s full range of amenities— from padel courts and Pilates studios to social and lounge spaces— educating the audience, building desire, and driving followers to join the waitlist.
Web Design
Carried the brand’s bold color palette and clean, modern aesthetic into a high-impact landing page designed to showcase the courts, convey exclusivity, and drive sign-ups.
THE PILATES CROWN
The Pilates identity carries the same conceptual foundation but in a softer, more refined expression. The crown becomes delicate and minimal, paired with the same modern typography to maintain cohesion. A palette of gray, nude, and muted pink emphasizes elegance, balance, and a premium wellness experience.
Social Media Content
A softer, more refined aesthetic with neutral tones, elegant typography, and calm, minimal compositions— reflecting a sense of balance, wellness, and elevated movement.
Teaser Reels
Teaser content focused on anticipation and lifestyle to spark curiosity and buzz.
Carousels & Posts
Posts highlighted the studio experience, amenities, and benefits, guiding audiences to follow the journey and join the waitlist.
Web Design
Carried the brand’s bold color palette and clean, modern aesthetic into a high-impact landing page designed to showcase the studio, convey exclusivity, and drive sign-ups.
Double Crown
Content to highlight the whole ICON Padel + Pilates Club.
