Soul Pilates identity, 2015

"Pilates & Fisioterapia: Nourishing the body and the soul."


The owners of this exclusive pilates studio, located in one of the most affluent towns in Brazil, approached us to create a sophisticated identity to match their rarified aesthetic for the studio and to appeal to their clients.

The Logo

We developed a custom typeface based on the defining principles of Pilates: a strong core and flexibility. Good form in Pilates results in simple beautiful lines; similarly, the letters in the bespoke typeface leverage simple geometric shapes to create a mark that echoes the movements. Because the practice is dynamic and fluid, we developed a series of variants on the primary logo to ensure that the supporting materials are always on message, but never static. The company tagline expands on the motif.

subheadtk if needed

Paragraphtktk if needed.