DANIELE SANTOS PILATES
Branding, Identity, Print & Digital
Daniele Santos Pilates is a specialized Pilates studio certified by the Physicalmind Institute of New York, D&D Fisio Pilates & Physio Pilates since 2003.
It's located in Curitiba, a city of 3.3 million in Southern Brazil.
CHALLENGES
The studio is located on a quiet residential street that is strategically located between two high traffic avenues. This location gives a balance between a calm and residential neighborhood, but one where cars and people pass by all day long. The studio is also situated in a historical building. Because of this they are not allowed to add any permanent signage, or to modify the facade in any form. The challenge was to build this brand under the previously mentioned criteria and to educate people about Pilates though strategies:
develop identity and branding;
signage for a busy street on a building with several constraints;
educate potential costumers.
SOLUTIONS CREATING A BRAND
The main goal was to educate people first about what Pilates is. To achieve this there was a need to brand the studio using a consistent and educational approach across multiple platforms such as: a website, blog and to create a cohesive system of social media channels. A photoshoot was proposed and executed to generate quality and real imagery of the center. The branding is based on the studio's own Pilates techniques and philosophy.
IDENTITY
The logo was based on the elastic band that is often used both in the machines and during the exercises. The typography was based on a geometric form, since Pilates is based on angles and movements which echo geometric forms. Primary colors were chosen to convey warmth since the Pilates devices can often be seen as a little rigid and sterile. A delicate balance was created between the geometric machine and organic human form.
WEBSITE
The website follows the same principles as the identity. Aimed at educating people about what Pilates is, the focus is on presenting some of the movements addressing the Pilates benefits for the muscles and joint articulations. Webpages follow the brand's color palette, use simple geometric shapes combined with images from the photoshoot.
SIGNAGE
The challenge was that no attached signage could be used because of the historical nature of the building. This was resolved by using two portable printed banners featuring an educational approach about Pilates practices. Like the website, these posters were huge performers, regularly bringing in walk ins from the neighborhood, who would inquire within about the service being offered.
PILATES PUBLICATION
It was my idea to create a publication to improve the studio's teaching business. The publication is part of the studio's range of classes not only for students, but also to train instructors. It can also be purchased at the studio, at a local book store, and through other assorted Pilates associations across Brazil. The exercises can be purchased in print or digital. In part through this project, the studio has become a reference for Pilates learning.
PRINT MATERIAL
Flyers were created and distributed through direct mail, and left in assorted local businesses. This project also brought hundreds of new students to the business, a huge ROI was made through each of these design and marketing campaigns.
The cover of one of the Pilates workshop exercise booklets. This project spun off into several other successful workshop series, running multiple sessions across multiple years.
THE NEW DS STUDIO
After going through the initial process of branding–DS Pilates opened another location–this time focused on training new Pilates instructors and classes for a younger clientele. DS Pilates still maintains the first location focused on classes for women and to an elderly clientele from the local community.
DS Pilates training new instructors using the techniques from the brochure that was featured earlier in this case study.
Client: DS Pilates Studio
Location: Curitiba, Brazil
Department Director: Tyler Johnson, Nomad Ink Design Studio
Keywords: Art Direction, Lead designer for print, web, and digital, Branding, Brand Identity, Photoshoot, Editorial Design, Print Production
Contract work, 2015