To give myself a challenge and practice working on visual identities for brands, I worked on a brief created by @briefclub for a pilates studio called Form Fit.

I wanted to focus on how I can produce a visual identity for a pilates studio that avoids feeling overly sporty and more inline with pilates’ roots in being a mind-body practice.

After researching the origins of pilates, I became interested in its characterisation of being a “mind-body” exercise. Pilates as an exercise reinforces how interconnected mental and physical health are and so aims to strengthen both mind and body.

With this knowledge in mind, I wanted to avoid the overly “sporty” look of other pilates studios and focus on a visual identity that felt more fluid, organic, and free.

I decided to design the logo from scratch, hand-drawing the logo on paper, to get a real sense of organic lines and shapes.

As for colours, I wanted to use a baseline of neutrals complimented with an accent colour. I decided on blue, with a cornflower blue as a primary colour, to evoke feelings of peace, freedom, and gentleness.

I selected my imagery based on pilates being a female-dominated field of exercise.

To show how the visual identity could be utilised, I produced mockups for a business card, an example website layout, and social media posts.