Designfit enters a new era

With a portfolio that includes projects such as Bonbon Café Angelo Musa at The Lana, Nikki Beach, DIFC Courts, Dragonfly, and Frou Frou, Designfit has established a strong reputation across the UAE. Now, the company is entering an exciting phase of transformation, marked by the launch of a newly redesigned website that showcases its refreshed identity and principles. Alongside this, Designfit has strengthened its team with the recent appointments of Alice Inigo-Jones and Glen Dyer.

Evolving from its previous monochromatic black-and-white identity, which featured modern typography and a singular stylised geometric shape, Designfit has undergone a bold rebrand. The new identity embraces a youthful and dynamic aesthetic, introducing a fresh logo and a vibrant colour palette that includes forest green, lime green, and flamingo pink. The rebrand also incorporates playful graphic shapes, adding character and energy to the brand’s image.

Bonbon Café by Designfit.

The new appearance is more organic, with obvious references to the eco-friendly principles that have become central to Designfit’s philosophy. This redesign is much more than just aesthetics; it’s also an opportunity to enhance and expand on the company’s fundamental beliefs.

Sustainability, a key principle for Designfit, is now more deeply embedded in their brand. Their commitment to working sustainably is reflected in their increased focus on using locally sourced, renewable materials. This effort aims to reduce environmental impact while simultaneously fostering positive engagement with local communities. Through its charitable arm, Designfit also supports initiatives that help build a better future, such as tree planting, recycling programs, and advocacy efforts.

Designfit CEO Stephen McGuill discusses the company’s future plans and the rebranding by saying, “The rebrand underscores our continued commitment to the evolution and maturing of the business; from the very first day our vision has been to provide a best-in-class service through a human-centric mantra reflecting values of excellence, integrity, sustainability and genuine relationships essential to our future success and growth.”

Along with the rebrand, Designfit has also announced the addition of several important team members, such as Alice Inigo-Jones as Director of Development and Strategy and Glen Dyer as Director of Design.

Commenting on this new journey Alice comments, “I am delighted to join Designfit to spearhead growth initiatives and drive strategic development, when I met with Stephen I saw a company with not only solid financial backing from its parent company Cencorp Group, but a team with immense talent and drive, delivering exceptional projects for their clients. Designfit’s core values and commitment towards delivering excellence aligns perfectly with my approach to projects and clients alike. It’s an exceptionally exciting time to join at such at a pivotal moment and contribute to its journey of growth and success.”

Glen comments, “A shift to the design and build methodology was not a decision I took lightly, however after meeting with Stephen and hearing his vision for the business – establishing Designfit as a respected name in the design sector – I felt certain this was the right opportunity, the current portfolio of projects we have on our books all lean towards the luxury market, so I am excited for what the future holds.”

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