It was 2012 when Flow’s founder, Christine, moved to Muskoka and noticed that were no Pilates studios in town like she was used to back in Toronto. It was then that she decided to get certified as an instructor with the dream of one day opening her own studio.
12 years later, after building a strong reputation and establishing herself as the go-to personal trainer with a focus on promoting Pilates in the region, she took the plunge to open her own studio in downtown Bracebridge, the heart of Muskoka.
Through a discovery process and conversation we established that she preferred a typographic rather than illustrative solution. Something a conveyed a modern, refined and professional tone but still reflected a warm and welcoming vibe. We then defined her ideal clients, researched the market and developed different approaches that aligned with the thoughtfully curated studio environment until we came to a result which brought it all together.
Using type with large counter-spaces and curved, flowing lines the final logo expresses an
inviting and inclusive character with the modern refinement Christine had been looking for. To ensure versatility in applications we created a logo that could easily transition from icon to emblem to vertical and horizontal wordmarks.
The studio has since opened with great success and raving reviews along with a brand identity the business can grow with.
