Unifit is a brand specialized in apps and other digital solutions that help improve communication and connections of universities, businesses, and associations by offering them personalized solutions that help the integration with their users. Its mission: to become the leader in digital apps that connect groups of people with common interests. At Morillas, our challenge was to create a new brand identity that would convey the brand’s mission. At the same time, we need to reflect on its innovative mind and its adaptive spirit that leads to meeting the specific needs of every collective. Hence, our design team added some magic and transformed the main idea into a bold and unmissable visual identity based on the concept of the bouleuterion. An assembly in ancient Greece, the bouleuterion was a building that housed the council of citizens, with a characteristic floor plan on the centre that gave us the key concept to develop all the visual language and create a bold, powerful brand. By doing so, we elevated Unifit to a higher entity anchored in the idea of the centre of all connections, the digital converse point where companies grow, and users improve their user experience. This big idea of the bouleuterion landed into an iconic representation of the brand. A transversal proposal with the capacity of capturing the adaptive spirit of the brand, and a flexible identity that fits with every collective’s specific vision. A set of shapes that convey the innovative personality of the brand is also the digital focus of the project. Unifit and the creation of its new visual identity is a perfect project to explain how a powerful concept can represent the business focus of a brand, and its whole essence. At the same time, this proposal helps to understand how big ideas are one of the principal keys when building coherent and unmissable brands; unique and ownable concepts that allow brands to distinguish themselves from their competitors and connect with their consumers emotionally at every touchpoint.