Ulu Concept

Ulu Concept is a sports and wellness concept focused on organizing sports camps and retreats. The main disciplines are tennis and yoga. The project was created with the idea of building a space that supports movement, recovery, and inner transformation.

The goal of the project was to create branding at an early stage of the brand’s development. The client had a clear vision and direction, while the camps themselves were planned to launch in the future. The visual identity was intended to become a reference point for further brand communication and an aesthetic foundation that would allow promotional activities to begin smoothly at the right moment. An important assumption was to keep the concept open-ended, allowing Ulu Concept to expand in the future into other areas, such as a physical training studio or merchandise, without losing visual consistency.

The central element of the visual identity is a logo based on a hand-drawn, custom graphic mark featuring the word Ulu- the first part of the brand name. The word “Ulu” comes from the Indonesian language and means edge or boundary, symbolizing a moment of transition, change, and transformation. The reference to Indonesia and Bali is intentional - it reflects the planned future locations of the camps and serves as a key source of aesthetic inspiration. The graphic mark carries an additional meaning - when turned upside down, it visually resembles the movement of a bouncing tennis ball, subtly referencing the brand’s core sport.
The logo combines minimalism and elegance with rawness and imperfection, emphasizing a human touch and a close connection to nature. The Concept descriptor and the overall logo layout follow a minimalist aesthetic inspired by the idea of quiet luxury.

The branding is complemented by editable social media templates that the client can edit independently. The templates remain consistent with the visual identity and allow flexible adaptation of content for future promotional activities.