When Christine moved from Toronto to Muskoka in 2012, she noticed there were no Pilates studios offering the level of instruction and environment she was used to. Over the next 12 years, she built a strong personal training practice rooted in Pilates, growing a reputation as the go-to expert in the region.
In 2024, she opened Flow Pilates, a thoughtfully curated studio in the heart of downtown Bracebridge and needed a brand identity to match her vision: refined, professional, and warm, without leaning on the expected “pilates studio” tropes.
Our discovery process started with conversation. Christine leaned toward a typographic identity. She wanted something elegant and confident, but still inviting and inclusive.
From there, we:
• Defined her ideal clientele, rooted in wellness-conscious locals and seasonal residents seeking a premium experience.
• Researched the regional market to understand what would stand out without feeling out of place.
• Explored a range of concepts, ultimately arriving at a direction that balanced modern design with the natural, flowing essence of the studio.
The final wordmark features open counter-spaces and curved letterforms that subtly echo breath and movement. It expresses ease and refinement—qualities Christine brings to her teaching—and scales easily across print, digital, signage, and merchandise.
We also developed a modular identity system, including vertical and horizontal lockups, an icon, and an emblem, ensuring versatility for future growth and use across platforms.
Flow Pilates opened to rave reviews and a full class schedule. The brand identity strikes the right balance between professional polish and personal warmth, just like the studio itself. It gives Christine a strong, flexible foundation to grow her business and establish Flow as a pillar in Muskoka’s fitness and wellness landscape.
