Julia was moving her services online. As she offered a unique health and fitness class, she wanted to create an online brand that would be recognisable and professional.
Brand Strategy| Logo Design | Colour Palette | Font Choice | Branding Guidelines.
As I walked into the Physiopilates studio in Wilmslow, Manchester, I felt instantly calm. Julia, the owner of Physiopilates - a unique health and fitness class that combines physiotherapy with Pilates - welcomed me in, and gently guided me and the rest of her class through an hour Physiopilates session.
And this is the exact experience that I needed to recreate in Julia's digital brand.
The Branding Brief
For Julia, she has never had to focus on her branding before. She had a logo, but because she had no competition locally she didn't need to prioritise it. But now with an opportunity to move her business online, she realised that she needed a brand that was going to increase her visibility online, but still retain the same feeling and experience that she delivered in her studio.
With her brand, Julia wanted to ensure that her current clients could find her and recognise her, and also attract new clients to her business.
The Solution
Through our brand strategy session, I was able to identify four different markets that Julia wanted to target, but all had the same need: to stay moving and stay flexible. So when it came to the visual side of the brand I wanted to ensure that movement was a big focal point.
I used organic shapes that create the idea of movement and flexibility. These are designed in soft, natural colours that Julia could use interchangeably through her brand. Her logo is a refresh of her previous logo of a person with their hands behind their head. Again, we kept the design more fluid and abstract.
We identified imagery that would appeal to her target market's aspirations: playing with grandchildren, spending time outdoors, and entering sporting competitions but all with a softer colour palette to go with the overall brand design.
The Outcome
With her new brand identity, Julia was able to move her business entirely online. She now regularly runs live classes and online courses that her clients can engage with. Her brand has ensured that Julia continues to stand out from any similar businesses online.
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