Mon Classical Pilates Studio
Brand Strategy, Visual Identity, Website Development
Mon Classical Pilates Studio exists to get people familiar with the form of pilates, as invented by the founder Joseph Pilates. With pilates, often also named as the art of movement, the studio gives tools and guidance to individuals, so they can transform their body
Case Study
In this project I developed a brand strategy, visual identity and a functioning website that allows potential clients to book a pilates class. The brand's strategy and visual identity are explained below.
Brand Values
Open, Curious, Professional
Brand Characteristics
Present, Stable, Curious
Tone of Voice
Professional, Inspiring, Passionate
Brand Archetype
The Caregiver
Key Promise
“Reform Your Body"
Brand Purpose
“Restore the origin of movement”
Brand Name
MON
my [adjective] “
of or belonging to me
When finding about Pilates, this studio owner felt like finding her calling. This path to transformation for her, is what we wanted to convey to the studio visitors. For each, to adopt pilates as their way towards transformation.
Tagline
“MY BODY, MY MOVEMENT”
With the rise in self-care and due to the fact that Pilates is still viewed as an expensive exercise, we bet on the often heared term “because you deserve it”.
This social movement is in our circles for a while now and it strives for appreciation and caring for one another. At the forefront however it stands for taking care of yourself, and not feeling guilty about it.
Logo System
The approach to designing a logo I took was to design more of a system than just a mark.
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In this case, the logo can be used in vertical position on imagery, apparel, and other products. This allows the brand to be memorable and recognised while communicating their core values, promise and their “raison d'être”.
Mon Pilates is represented through the movement and the process of reformation. From the rigid state, with Mon Pilates, through movement, the body transforms into the end flow state.
Mon Pilates logo mark visually represents the brand story and in the abstract, it’s three letters, read as M, O, N. From left to right, it showcases the path each trainee undertakes when visiting MON pilates. The body transforms from the initial rigid state, through movement into an end flow state. Above everything, the logomark also carries an abstract form of a reformer, a Pilates machine.
This visual identify communicates the studio’s mission, expertise and story with a premium feeling. Pilates, as the art of movement, serves as a tool for body transformation.
To see the whole brand in action visit the website: https://www.mon-pilates.si/
