Maskineriet
EF_29©26
Context
A Swedish gym in Örebro built around structure and long‑term capability. Created inside a tech company, the brand evolved into an identity inspired by Scandinavian life, collective progress, and the connection between body and mind.
Every body has a different starting point. The job isn't to change who you are — it's to build what you're capable of.
Built through a collaborative editorial process, the photography combines AI‑produced imagery with real gym references to capture movement, atmosphere and discipline.
The work
A mark that reads as both technical and alive.
Built to express structure, movement and collective progress, and combining industrial structure with modern simplicity, the system is bold, functional and highly adaptable across digital, physical and editorial applications.
Designed as an extension of the identity, the uniforms combine movement, simplicity and bold application into a system built for training and everyday wear.
A cohesive social approach built to showcase the community, celebrate progress, and keep the brand consistent across every post.
Designed to be transparent. 59.26154° N, 15.26482° E — Örebro, Sweden.
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