Wellground

Scope

Brand Naming
Brand Identity
Brand Guideline
Signage Design
Social Media Campaign

About The Project

How do you create a brand for a place that isn't simply a gym, a sports club, a spa or a leisure destination, but all of them at once?
Summarecon approached JED Creative to create the brand for Wellground, a new 17,587 sqm sports, wellness and lifestyle destination at the rooftop of Summarecon Mall Bekasi 2.
The challenge was to bring together multiple activities, audiences and businesses under one distinctive idea, while creating a brand that could feel energetic, contemporary and aspirational without becoming intimidating.
We saw an opportunity to redefine the role of a sports and wellness destination.
Wellground isn't about a single workout or a single definition of fitness. It is about creating a lifestyle around movement, recovery and connection.
The name Wellground brings together two ideas: well and grounded.
It represents the balance between physical activity and mental wellbeing, a place where people can move, recharge, meet and reset
Rather than positioning wellness as an end goal, Wellground presents it as part of everyday life.
Wake up. Move. Recover. Connect. Repeat.
The complexity of Wellground was not only its scale, but the number of experiences operating within it.
The destination brings together sports including tennis, padel, badminton, basketball and pickleball, alongside swimming and fitness. It also includes NXT FIT, JUVIA Wellness & Spa, recovery facilities, classes, dining and social spaces.
JED developed a brand system capable of holding all these experiences together without making them feel identical.
The identity uses bold colour fields, modular graphic elements and dynamic compositions to create a visual language that feels active and flexible.
Photography focuses on movement, energy and human connection rather than conventional performance imagery. The result is a system that can shift naturally between sport, fitness, wellness and lifestyle.
An important part of the project was creating relationships between the master brand and its individual destinations.
JED also developed the branding and signage systems for NXT FIT, the gym within Wellground, and JUVIA Wellness, its holistic spa.
The challenge was to give each experience its own personality while maintaining a clear connection to the larger Wellground ecosystem.
This created a brand architecture that allows Wellground to operate as both a destination and a collection of specialised experiences.
The brand was carried beyond the logo into the physical and digital environment.
JED developed the brand guidelines, signage system and social media campaign, creating consistency across wayfinding, facilities, communication, digital touchpoints and everyday interactions.
The result is a brand designed not just to identify a place, but to help people understand how to experience it.
Wellground transforms the idea of a sports facility into something broader:
a destination for how people want to live.
Move. Recover. Connect. Live Well.