Sarah of the Loft Pilates approached me about rebranding her London-based studio as part of their 10-year birthday celebrations. She wanted a Pilates Studio brand that she could be proud of.
The Loft Pilates Studio is one of the few fully equipped studios in Wandsworth, making it a true expert in the field. They have experience working in elite sports and a passion for delivering a personalised experience along with a dedication to excellence.
They’ve stayed true to their values of delivering personalised service through small group pilates and have grown their classes to accommodate the growing community that they have served for 10 years.
Reformer Studio Brand Strategy
The strategy for this pilates studio brand design was to reinforce the quality of the teaching on offer, differentiate the Studio from the overcrowded CrossFit-meets-reformer classes that have been popping up across London targeted to a younger audience that hasn’t yet learned the value of not breaking their bodies.
The Loft clientele – affectionately known as “Lofties” are a loyal, discerning bunch who appreciate the intentionally small group reformer classes (max 5 in a class), or who want to deep dive into a 1-1 Pilates equipment class with an experienced instructor that’s fully invested in supporting them on their journey.
The strategy could be distilled in 3 words – Elevate, clarify and differentiate:
Elevate the brand to reflect the high-quality teaching & studio on offer
Clarify the messaging & offer
Differentiate from the local competition
Building a Pilates Studio Brand that stands out
Many Pilates brands opt for pink and black colour palettes or look more like yoga studios. Founder Sarah wanted a stylish brand that matched the vibe of The Loft. A number of new Reformer Pilates Studios had popped up, and we very much targeted a younger audience with bold, bright branding.
The Loft sets itself apart as a premium offering in the Reformer Pilates Studio market, they are dedicated to delivering excellence with a tailored approach to teaching and using precise movements to optimise and maximise the results for their clients.
They’re also the only Studio in their area that is classed as ‘fully-equiped’. In addition to Reformer Pilates classes, they have a fully equipped private pilates studio with ladder barrels, Trapeze/cadillac, pilates chairs, spine correctors, and mat-based pilates.
Pilates Logo Design
When I first spoke to Sarah at The Loft Pilates Studio she said… “I just want a really cool logo, something I can put on the signage and something people want to wear, I’ve worked really hard to build this business over the last 10 years, I want a brand I can be proud of.” Her existing logo was a dated wordmark that you could find on Etsy for $50 but it did nothing to convey anything about The Loft.
The logo is a clever wordmark designed to look like a Pilates Chair and the arch element mimicks the curve of the Pilates Barrel equipment.
A complete Brand identity design for Pilates Studio
Sarah opted for the Elevate Brand Design package, which included a full brand identity design with some added extras.
Because we wanted to set The Loft apart from the competition, Studio 1 – their private pilates studio, got its own sub-brand with logo to match the new elevated brand identity. Now the studio which has a separate location from their group reformer studio has its own distinct identity within The Loft brand family.
Instagram Reel Covers for studio tours and equipment guides help reinforce the expert status as a fully-equipped pilates studio.
Instagram Story Cover templates for new classes and reviews ensure a consistent brand approach across their main marketing channels and highlight the strengths of the studio (the quantity and quality of reformer classes on offer).
The website design for The Loft consisted of a design glow-up applying the new brand colours, fonts and imagery across the website, as well as including clearer messaging about what they offer – over 60 reformer classes a week, as well as defining and highlighting their private 1-1 studio.
We optimised their existing content for SEO as we went through the site and made sure that important information that visitors would be looking for, was easy to find on the site.
Ready to Uplevel your brand?
A strong brand can elevate your business, amplify your message and create a lasting impact. If you’re ready to step into the next level for your brand schedule a discovery call with me.
Danielle Garber
Brand designer and strategist with 20 years experience. I create and develop strategically aligned, stand out brands for coaches and consultants in the health & wellness, spiritual & personal development space. I help heart-centred entrepreneurs scale their impact and income through my integrative brand approach that encompasses strategy, design and brand-aligned SEO.
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