Espai Laru

Laru is a space where sport becomes a way of life — rooted in community, inclusion, and well-being. Born in 1975 and now part of Fundació Iluro, it promotes physical activity as a path to health, connection, and social change. Laru blends tradition with modern values like empathy, teamwork, and respect, proving that sport is more than movement — it’s culture, legacy, and belonging.

Our studio was brought on board to lead a full rebranding for Laru, coinciding with their new chapter alongside Fundació Iluro. What began as a brand refresh evolved into a comprehensive strategy to align Laru’s identity with its growing social and cultural mission. We redefined the brand’s positioning, values, and tone, developing a new visual identity system that reflects its inclusive, community-driven spirit.

Industry
Sports & Wellness
Community & Social Services

Client:
Espai Laru
Fundació Iluro

Creative & Art Direction:
Studio Regina Puig

The Strategy

Laru’s rebranding began with a turning point: its integration with Fundació Iluro. This partnership signaled a need to evolve the brand, aligning it with a broader, more meaningful mission.

At the core of the strategy is Laru’s renewed purpose — sport as a tool for connection, well-being, and social impact. The goal was to reposition Laru as a space where sport becomes a catalyst for health, inclusion, and cultural connection, resonating with a diverse and socially conscious audience.

The Solution

Laru’s new visual identity is inspired by its physical space and community roots. The iconic green of the original building has been refreshed to feel vibrant and contemporary, anchoring a system that’s both familiar and forward-looking.

A bold, custom typography reflects Laru’s social impact, balanced by subtle sports-line graphics drawn from football, basketball, and tennis. The circle — inspired by Espai Laru’s forms — adds unity and motion throughout the design.

Black-and-white cutout photography evokes the space’s history, adding a human layer to the bold visuals. Together, these elements form a versatile, modern identity that blends energy, memory, and meaning — seamlessly fitting into Laru’s evolving story.

What we did

Brand Design
Brand Strategy 
Visual Identity 
Art Direction 
Brand Guidelines
Event Posters 
Flyers & Brochures
Editorial Materials

Physical
Camp T-Shirts
Teams Equipment 
Staff Uniform
Space Wayfinding
Facility Maps

Digital
Social Media Strategy
Website Design
Digital Signatures
Logo Animations

We’re passionate about bringing your ideas to life with designs that truly connect and inspire.

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