With 19 years in the market, Cime is an exercise center committed to promoting health and wellness for people with specific rehabilitation needs and for those seeking supervised physical fitness as a form of prevention. Because it is a place where clients often start unsecured due to their health status, the care, affection and attention of the team are fundamental to make them feel safe and welcomed. Therefore, one of the main differentials is the care and relationship built up during the treatment of each individual. However, the brand was outdated, and the positioning and identity were no longer in line with the current moment of the company. For the project were realigned the essence, the positioning and the strategy of the brand and from that, developed their verbal and visual identity, illustrations and wayfinding. The design strategy used was to transmit at all points of contact of the brand, the joy and the will to live that the Cime represents in the lives of these people.