luxury pilates studio branding
BRANDING · MARKETING DESIGN · PRINT & DIGITAL
Project Overview
Formé Wellness is a luxury pilates studio rooted in intentional movement, balance, and mindful living. Recognised by leading lifestyle publications in Saudi Arabia, the brand needed an identity that felt elevated, calm, and quietly powerful, reflecting both physical strength and refined wellness.
Brief
The brief was to create a complete visual identity for a premium pilates studio in Saudi Arabia that balanced elegance with strength and serenity with structure, while appealing to a design-conscious, wellness-focused audience.
Role & Approach
Formé approached me after working with several designers who hadn’t fully captured the founder’s vision.
With an open brief and no fixed direction, I led a discovery call to identify key preferences and define a clearer brand direction. By translating abstract feedback into a structured visual system, I developed an identity that felt aligned, intentional, and true to the studio’s values.
logo concept
The logo concept was developed from the intersection of movement, form, and restraint.
Inspired by Pilates poses and sculptural shapes, I explored balance, strength, and control through abstract form. The aim was to create something powerful yet refined, avoiding overt femininity while remaining elegant and welcoming.
The studio’s curved, textured interior informed the final direction, with subtle layering and tonal depth creating a tactile, luxurious identity across print and digital applications.
typography
Shandora was selected for the logo to create a distinctive, sculptural presence that feels both elegant and confident.
Playfair Display was introduced for subheadings, adding a softer, editorial contrast that supports the brand’s premium tone.
For body copy, ABeeZee was chosen as a clean sans-serif to balance the identity, ensuring clarity and approachability across marketing and informational materials.
colour palette
While the initial preference leaned toward pink, the challenge was ensuring the palette felt elevated, strong, and timeless rather than overly soft or juvenile.
The final colour system strikes a balance with muted, grown-up tones that retain warmth while complementing the studio’s interiors and materials.
The palette was designed to feel calm and refined, supporting the brand’s luxury positioning across both physical and digital environments.
applications & deliverables
The identity was applied across a comprehensive suite of digital and print materials, ensuring a consistent and recognisable brand experience at every touchpoint.
Each asset was designed as part of a cohesive system, allowing the brand to communicate clearly while maintaining a refined, elevated presence.
outcome
The final identity positions Formé Wellness as a modern luxury wellness destination that feels refined, confident, and intentionally designed.
Built as a flexible brand system, it translates seamlessly across digital, print, and in-studio touchpoints, supporting clarity and consistency as the brand grows.
Since launch, the studio has expanded to two locations, with a third underway in Saudi Arabia, and has been recognised as one of the region’s best Pilates studios by What’s On Saudi Arabia, LIST, and Time Out Riyadh.