Brand identity, digital content, merchandise & print
Redefining what it means to move, strengthen and thrive in your body. Passionate about the power of mind-body connection and cultivating a tight-knit community where empowerment and transformation unite.
crew pilates co.
brief
Revolutionise the idea of pilates and power of movement through a cohesive identity. The client's business was in a transition period from a franchised brand which folded at the end of 2023, to a stand-alone boutique pilates studio. This was the perfect opportunity to refine and attract a broader market, so the identity had to appeal to all genders and show a clear point of difference from the old franchise model.
Crew is bold, balanced and highly-functional which evokes a sense of purpose and honesty amongst clientele. With a strong Bauhaus-influence, the brand experiments with unconventional grids and negative space through type and image layout promoting curiosity, power and potential. A neutral, minimalist colour palette plays into the timelessness and importance of attracting a broader target market than traditional pilates studios. Crew is not just a studio, but a community where clients connect to themselves and others.
creative direction
