Rooted Pilates & Wellness
A comprehensive brand identity system for a boutique pilates and wellness studio, focusing on natural growth, grounding, and holistic wellness.
Role
Brand Designer
Timeline
6 Weeks
Year
2024
Deliverables
Logo, Guidelines, Apps
The Challenge
Rooted Pilates & Wellness needed a brand identity that would communicate their philosophy of grounding, natural wellness, and personal growth. The studio wanted to stand out in a competitive market while appealing to health-conscious individuals seeking authentic, holistic fitness experiences.
Core Brand Values
🌱
Natural Growth
Emphasizing organic wellness and personal development
🌿
Holistic Wellness
Comprehensive approach to health and fitness
🧘♀️
Mindful Movement
Connecting body and mind through pilates practice
💪
Strength & Balance
Building physical and mental resilience
Project Objectives
Create a Memorable Brand Identity
Develop a unique visual system that communicates the studio's philosophy of natural wellness and grounding while standing out in a competitive market.
Flexible Visual System
Design a comprehensive brand system that works seamlessly across physical and digital touchpoints, from merchandise to studio environments.
Comprehensive Brand Guidelines
Establish clear guidelines and standards to ensure consistent brand implementation across all applications and future growth.
Multi-Touchpoint Collateral
Design branded materials for various customer touchpoints including signage, merchandise, marketing materials, and digital platforms.
Design Process
A collaborative approach combining client vision with customer feedback to create a brand identity that truly resonates.
1
Ideation & Exploration
Collaborative sessions with business owner
Through in-depth conversations with the business owner, we explored various concepts that could represent the core values of Rooted Pilates. The idea of roots emerged as a powerful metaphor for the foundational strength, stability, and grounding that pilates provides.
Multiple sketches and iterations were developed, examining different ways to visualize the root concept - from literal botanical illustrations to more abstract interpretations. This exploration phase helped refine the visual direction and ensure alignment with the owner's vision.
2
A/B Testing
Validation with business customers
Once the initial concepts were refined, we conducted A/B testing with the studio's existing customer base. Different logo variations, color palettes, and typography combinations were presented to gather authentic feedback from the target audience.
Customer responses helped identify which design elements resonated most strongly with the wellness-focused demographic. This data-driven approach ensured the final brand identity would appeal to both current clients and potential new customers.
Concept Exploration
Logo Iterations & Exploration
Over a dozen logo variations were developed, exploring different combinations of tree silhouettes, root systems, and typographic treatments. Each iteration tested various visual weights, orientations, and symbolic representations—from minimal letterforms with root accents to full nature scenes. This extensive exploration helped identify the strongest visual direction before refinement.
Root System Exploration
Early concept sketches exploring the duality of growth (branches reaching upward) and foundation (roots reaching downward). This visual metaphor became central to the brand identity, emphasizing how pilates creates both visible growth and invisible foundational strength.
Key Insights from Testing
Natural Aesthetic
Customers strongly preferred organic, nature-inspired design elements over geometric or abstract approaches.
Earthy Tones
The sage and moss color palette tested significantly better than brighter alternatives, conveying calm and wellness.
Clear Messaging
The root metaphor immediately communicated strength and foundation, requiring minimal explanation to convey brand values.
Brand Identity System
The visual identity centers around the concept of roots - representing grounding, growth, and the foundational strength that pilates provides.
Design Concept
The root motif serves as the central element of the brand, symbolizing the foundational strength and grounding that pilates provides. The organic, flowing lines of the roots contrast beautifully with the clean, modern typography.
The earthy color palette reinforces the natural, wellness-focused positioning while maintaining sophistication and versatility across various applications.
Logo Variations
Stacked Logo
Vertical layout for square formats and compact spaces
Primary Horizontal
Main logo with full root system for primary applications
Alternative Horizontal
Balanced horizontal layout for wide format applications
Logo Usage Guidelines
Primary Use:
The horizontal logo with roots is the primary brand mark for most applications.
Stacked Version:
Use for social media profiles, app icons, and square formats.
Minimum Size:
Maintain a minimum width of 1.5 inches in print and 150px digital.
Clear Space:
Always maintain clear space equal to the height of the letter 'R' around the logo.
Logo Submarks
Secondary marks provide flexibility for smaller applications and decorative elements while maintaining brand consistency.
Growth Submark
Features the 'R' with sprouting leaves, symbolizing upward growth and natural wellness. Ideal for secondary branding and decorative applications.
Foundation Submark
Showcases the 'R' with root system, emphasizing grounding and foundational strength. Perfect for wellness materials and studio signage.
Submark Usage
Applications:
Use for social media icons, favicon, pattern elements, and small-scale branding.
Flexibility:
Submarks can be used independently when space constraints don't allow for full logo.
Brand Elements
Individual graphic elements extracted from the logo can be used as standalone design accents to create cohesive brand patterns and textures.
Leaf Branch Element
Delicate leaf sprigs representing growth and vitality. Use as decorative accents in marketing materials, website headers, and printed collateral.
Root System Element
Organic root network symbolizing foundation and connection. Ideal for background patterns, section dividers, and brand storytelling applications.
Element Usage Guidelines
Pattern Creation:
Combine and repeat elements to create unique background patterns and textures.
Scale Variation:
Elements can be scaled and rotated while maintaining brand integrity.
Color Flexibility:
Use in brand colors or as subtle watermarks in lighter tints.
Support Role:
Always use as supporting graphics, never competing with the primary logo.
Brand Applications
The brand identity was applied across various touchpoints to create a cohesive experience that reinforces the studio's values and aesthetic.
👕
Athletic Wear
Custom athletic wear featuring the Rooted logo, designed for comfort and brand recognition during classes and everyday wear.
🏢
Studio Environment
Large-scale wall graphics create an immersive brand experience in the studio space, reinforcing the natural, grounding aesthetic.
🛍️
Brand Merchandise
Branded t-shirts showcase both the stacked logo treatment on the front and the full brand identity with root motif on the back, creating versatile merchandise that builds brand awareness.
Additional Touchpoints
Digital Applications
• Website design and UI
• Social media templates
• Email marketing assets
• Mobile app interface
Print Collateral
• Business cards
• Class schedules
• Promotional flyers
• Welcome packets
Environmental
• Exterior signage
• Wall graphics
• Wayfinding signs
• Window decals
Results & Impact
95%
Client satisfaction with new brand identity
40%
Increase in brand recognition
60%
Growth in social media engagement
Designed by OMF Design • 2024