UPANDRUNNING Medical Centers are well known in Dubai for providing the medical and physio requirements for sports stars such as Tiger Woods and Rory McAIlroy among many. They have a strong reputation for employing the best international Doctors and Physiotherapists in their fields. Due to UPANDRUNNING’s rapid expansion over the last years, their design needs have grown and changed as well. Conducted a visual audit of all their assets to help highlight what aspects of their brand was working, not working and additional areas of improvement. This analysis resulted in their latest reincarnation of the brand which includes a brand architecture system to identify between the new clinics and services. This refresh of their brand plays up the symbolism of the ‘Shield’ graphic which they are well recognised for using across all their media. The Muscle graphics made from polygons have been simplified to graphic textures, making way for a stronger, more flexible grid system being used across the entire brand, sub-brands and service collateral.