Leap, Applied Parkour Branding

We were asked to create a new brand for Parkour DXB called LEAP that focuses on Parkour qualifications that captured their energetic style, while aligning with the parent brand.


With over 40 years’ experience in Parkour and fitness training, LEAP needed a new brand identity that communicated the benefits of becoming a LEAP Parkour instructor and generated high returns for marketing campaigns.

The client is known for their originality, so the brand identity for LEAP had to match that, and then build on it to increase the business’ exposure to a targeted audience of fitness instructors who want to bring a new element into their repertoire. Parkour has a high uptake among younger clients, and part of the brief was to make the brand inclusive towards fitness instructors in schools as well as gym owners.

We had to ensure the logo – the most visible element of the brand identity - had real "screen appeal" but also worked on other marketing material collateral. We developed a bold, simple, and impactful logo that is highly distinctive and instantly recognisable. To quote the client, it needed to be something you could “wear on a tee-shirt” or use equally well as part of an online campaign, or brochure.

The project involved:

  • Branding & Logo Development
  • Brand Guidelines
  • Stationery
  • Marketing Collateral
  • Website Design & Build

It has been a pleasure to work with Formulate from start to finish.

We worked with Formulate to design and develop or branding and and promotional material for the launch of our product. We sent them a brief of our company along with several key words of what we wanted the brand to portray, followed by a meeting. They got back to us with 3 branding concepts and we were delighted by the quality of the work and we all fell in love with the chosen route. It encapsulates our vision perfectly and represents all the characteristics we shared in the initial brief. 

Chris Sotiriou, Managing Director, Parkour DXB


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