CASA DI UCCIO-NOX
Services
Digital
Marketing Materials
Brand Strategy
Visual Identity
Art Direction
Client
Baruch College - ART3055
Location
New York, NY
Year
September 2025
Credits
Images generated with AI
Info
I proudly present Casa di Uccio-Nox, an exclusive luxury wellness getaway born from the innovative merger of Gucci’s iconic elegance and Equinox’s performance excellence. This unique project redefines self-care by seamlessly blending fitness, fashion, and sophisticated lifestyle experiences into a curated retreat for discerning guests.
Gucci: The Heritage Foundation
The "DNA" in Gucci’s century-old legacy of Italian craftsmanship and bold self-expression. The visual composition uses the iconic GG monogram and web stripe to create a sense of historical weight and unapologetic luxury. By defining Gucci’s "lived luxury" philosophy, it sets the stage for a wellness experience that is as much about aesthetic identity as it is about health.
Equinox: The Lifestyle Evolution
Transitioning from traditional luxury to "high-performance living," the sleek, modern energy of Equinox’s New York roots. The circular, stencil-style typography reflects a sense of continuous motion and the holistic "ecosystem" of mind-body optimization. It positions the brand not just as a gym, but as a cultural destination for those who demand "the extraordinary" from their physical lives.
Casa di Uccio-Nox: The Brand Positioning
This conceptual bridge explains the "why" behind the fusion, blending Gucci’s elegance with Equinox’s performance into a singular "luxury wellness getaway." The copy emphasizes a curated lifestyle, from infinity pools to designer apparel, to show that self-care can be a high-fashion experience. The layout uses expansive gold-on-black curves to symbolize the seamless, fluid integration of these two titan brands.
Ideation & Logo Evolution
These process sketches reveal the search for a visual bridge between Gucci’s Florentine roots and Equinox’s modern strength. The exploration of the Giglio (lily) from the Italian root and Royal Fern from the American root symbols was a deliberate move to evoke nobility and growth, eventually refining these organic shapes into the sharp, structured "UN" monogram. This phase demonstrates how classical heraldry was deconstructed and rebuilt to fit a contemporary, high-performance context.
The Brand Kit: Visual Language
The brand kit translates the collaboration into a tangible design system, utilizing a palette of deep forest green, regal gold, and stark monochromatic tones. The "UN" monogram and the fleur-de-lis accent serve as a new heraldry, marrying classical nobility with contemporary sharp-edged typography like Bauer Bodoni and Helvetica Now. It showcases the technical discipline required to maintain brand consistency across different textures and scales.
Membership Card: Technical Ideation
This sketch illustrates the transition from high-fashion branding to functional luxury, specifically exploring the tactile nature of the "Black Titanium" membership card. The notes on the "background print" demonstrate a deliberate experiment with repeating monograms, creating a watermark effect that ensures the brand is visible from every angle. By mapping out the placement of the gold symbol and the cardholder's name, this phase ensures that the design is not only beautiful but serves as a practical, personalized key to an exclusive lifestyle.
Membership Identity: The Gateway to Exclusivity
The black titanium membership card serves as the physical key to the Casa Di Uccio-Nox world, designed to feel substantial and rare in the hand. By layering the "UN" monogram into a subtle, matte-on-gloss pattern, the card balances high-fashion branding with the discreet aesthetics of elite financial circles. This touchpoint transforms a simple transaction into an act of belonging to an exclusive global community.
Product Conceptualization (Robe Sketch)
The sketchbook phase for the branded apparel shows the transition from a 2D logo to a 3D lifestyle product, focusing on how a pattern interacts with fabric. By mapping the "UN" monogram onto the belt and cuffs, the design ensures the branding is visible yet sophisticated, never overwhelming the garment's elegance. These notes show the intentionality behind the unique personalization, ensuring that every detail reinforces a bespoke, one-of-a-kind experience.
Product Application: The Ritual of Luxury
A bespoke silk robe that acts as a uniform for the Casa Di Uccio-Nox experience. By applying the "UN" monogram as a sophisticated trim pattern, the design elevates a simple wellness garment into a piece of haute couture. The inclusion of embroidered gold lettering name emphasizes the brand's commitment to bespoke service, adding a layer of personalization that defines true modern luxury.
Interior Atmosphere: The Sanctum of Performance
The gym interior explores the concept of "The Dark Aesthetic," where high-performance equipment is set against a backdrop of deep tones and warm, amber lighting. The repeating monogram wallpaper reinforces brand immersion, while the transition from a focused, shadowed lifting area to a sun-drenched cardio space mirrors the journey of a workout, from grit to clarity. It proves that a fitness space can maintain the same level of architectural sophistication as a luxury getaway house.
The Estate: A Tuscan Sanctuary
Inspired by the timeless villas of Florence, this architectural concept anchors the brand in its Italian heritage while providing a sprawling, holistic wellness environment. The layout integrates modern performance facilities, like tennis courts and infinity pools, seamlessly into a classic landscape of cypress trees and manicured gardens. It serves as the physical embodiment of the brand mission: a place where luxury and wellness live as one.
