Brand Identity, UI/UX, Content Creation, Print & Signage
Pilates studios based in Coogee and Bondi Beach - empowering people to move mindfully in a positive, judgement-free community.
Head Over Heals Pilates
Rebrand a boutique pilates studio franchise in Sydney's Eastern suburbs.
brief
Approached to rebrand a boutique pilates studio franchise located in Sydney's Eastern suburbs, consisting of a complete brand identity, signage, social content and templates, print collateral and website.
The identity explores the concept of moving mindfully, intuitively and precisely in a safe, tailored space. It feels unapologetic, semi-nostalgic and energetic, whilst introducing a sense of timelessness and femininity. Hierarchy is created through strong typeface weights and softened with a unique cursive character to reinforce the dynamic drive of pilates. The bespoke brandmark utilises primary logo elements to abstractly resemble a reformer bed - one of the primary offerings at Head Over Heals.
creative direction
