Pilates East is the home of Pilates in Norwich, Norfolk and beyond. They believe that Pilates should be experienced by everyone, offering a variety of classes and individual sessions to suit all needs including Private, Duet and small group classes both in their Norwich studio and online.
I worked with owner, Lauren on the relaunch and repositioning of Pilates East, formerly The Pilates Studio Norwich. Situated in the heart of the Norwich Lanes, Pilates East is a fully-equipped Pilates studio offering in-studio, online and most recently on-demand Pilates classes. Their focus is on quality of movement and teaching. They are dedicated to maintaining the integrity of the original Pilates method, created by Joseph Pilates almost 100 years ago. It was important to convey this quality and authenticity when designing the new identity, with nods to the location and heritage of the studio, but with a modern, contemporary feel.
The health & wellness industry has seen a huge increase in popularity and demand in the past few years, being valued at almost €23bn in the UK in 2018. This is great as it means that people are acknowledging and taking care of their bodies and minds more, however it also means that there is a lot of competition and A LOT of brands that look and feel very similar.
The challenge when creating the new identity for Pilates East was to continue to be recognisable as a classical Pilates studio and meet consumers expectations of the sector. However, in order to stand out we needed to create a brand that is different from the rest and truly stands out.
Pilates East (formerly The Pilates Studio Norwich) has a long-withstanding history and reputation within Norwich and the surrounding area. It was important to position Pilates East as a destination for both clients and teachers, either in the studio, online, or at future retreats and events and to create a community feel for clients both in and out of the studio.
It was important to strike the right balance of professional but with personality, inclusivity and a friendly touch that reflects the ethos of the studio. We bought the new name and identity to life through a bespoke typeface created for Pilates East that is inspired by the beautiful shapes created by the windows in the studio. The identity is rooted in the idea that Pilates East houses both in-person and online Pilates classes all under one roof in a friendly, professional and approachable space. The identity utilises the shapes created by the beautiful windows in the studio to create a unique and distinct typographic approach that nods to the location and heritage of the studio, but with a modern, contemporary feel.