Visual identity | Brand application | Art direction | Website design | Social media design | Marketing & design for events
Pilates East: Branding a local Pilates studio that is bringing community to Norwich and beyond
Pilates East is a classical pilates studio in the heart of the Norwich Lanes. They believe pilates is for everyone and offer a bespoke experience for each individual client.
I worked with owner, Lauren on the relaunch and repositioning of Pilates East, formerly The Pilates Studio Norwich. Situated in the heart of the Norwich Lanes, Pilates East is a fully-equipped Pilates studio offering in-studio, online and most recently on-demand Pilates classes. Their focus is on quality of movement and teaching and are dedicated to maintaining the integrity of the original Pilates method, created by Joseph Pilates almost 100 years ago. It was important to convey this quality and authenticity when designing the new identity, with nods to the location and heritage of the studio, but with a modern, contemporary feel.
The challenge when creating the new identity for Pilates East was to continue to be recognisable as a classical Pilates studio and meet consumers expectations of the sector. However, in order to stand out we needed to create a brand that is different from the rest and truly unique to Pilates East.
Pilates East (formerly The Pilates Studio Norwich) has a long-withstanding history and reputation within Norwich and the surrounding area. It was important to position Pilates East as a destination for both clients and teachers, either in the studio, online, or at future retreats and events and to create a community feel for clients both in and out of the studio.
It was important to strike the right balance of professional but with personality, inclusivity and a friendly touch that reflects the ethos of the studio. We bought the new name and identity to life through a bespoke typeface created for Pilates East that is inspired by the beautiful shapes created by the windows in the studio. The identity is rooted in the idea that Pilates East houses both in-person and online Pilates classes “all under one roof” in a friendly, professional and approachable space. The identity utilises the shapes created by the beautiful windows in the studio to create a unique and distinct typographic approach that nods to the location and heritage of the studio, but with a modern, contemporary feel.
Lauren Marriot - Owner, Pilates East
“I’ve worked with Maddy for years now, she has been an absolute pleasure to work with and I couldn’t be happier with our new branding. From day one I had complete trust in Maddy, her process and her design talent. She takes the time to understand you and your business, your clients, the market your business sits in and your vision. This process is reflected in our new look – design with meaning, purpose and value. Maddy now feels like an integral part of my team and I couldn’t recommend her more!”