Lim Yu ShanDesign & Art Direction
Palm Ave Float Club
2021

ROLE
Art Direction, Branding, Social Media
MARKET
Singapore


Palm Ave Float Club began in 2013, when its founders discovered floatation as a way to explore personal growth and self-awareness. The experience of literal weightlessness led them on a journey to find a lighter state of mind.

Since then, the club was built around that same feeling—easeful, human and compassionate. Rather than presenting wellness as something prescriptive or overly polished, Palm Ave creates space for people to slow down, let go and reconnect with themselves.


After 8 years in the business, it was time for a brand refresh. Wanting to move away from the tropical, beach-club look of the old logo, we decided to move into a unique direction that would best represent the experience and hospitality at the float club: laid back, warm, and free-spirited.


A display typeface was created to complement the letterforms that were created in the logotype—creating a distinct look and feel that would stand out amongst wellness and spa offerings.

To complement the type direction, a library of visual assets—motifs, cut-outs, patterns, and textures were created as part of the brand’s visual language. This could then be mixed and matched with Floathand to quickly generate assets.





The challenge with depicting floating is that its most meaningful moments are invisible. This feature looks beyond the physical experience, exploring the internal landscapes of three individuals through the thoughts and feelings that unfold while they float.



Rather than illustrating their experiences literally, we paired each story with abstract stock imagery that could evoke its emotional quality, using unexpected imagery and associations to give form to otherwise intangible thoughts and sensations.


Floating videos by Matte


Palm Ave Float Club — Merch Design


Palm Ave Float Club — Rates Cards, First Timer Guide & Promotional Assets


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