Loft Pilates – Australia

Life. Balanced –

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We were approached to develop a brand identity and overall positioning for the Loft - a purpose built and beautifully designed boutique Pilates studio in Pottsville, NSW (a wonderful little town close to Byron Bay). 


In a way the identity had to reflect the lifestyle that Dan, Mel and the audience embody - laid back, ocean centric coastal lifestyle for the optimistic. Our positioning and strategy centred on the idea of ‘Life. Balanced’ - taking inspiration from the beauty of the surrounding area, the commercial objectives of the business and the need state of the audience. We set out to build a total identity that delivered a balanced, thoughtful solution with impact. This was achieved visually by combining a bold bespoke logotype, soft natural coastal colours, simple modern typography and clean but emotive photography.

As a new business with limited funds it was important from the get-go to consider budget and how the brand identity was going to be implimented. The identity had to be simple and quickly recognisable - the visual strategy used the main logo as the core communication marker. 

The resulting identity has seen the studio move from strength to strength. Connecting the audience directly with the business and its services in a simple effective way. Both a talking point and part of the community, the loft has fitted in, and stood out, very well!

Scope of work: Visual Strategy, Brand Identity, Brand Guidelines, Brand System, Signage, Digital, Print Applications and everything in-between.

We created the brand identity and communication platform from the ground up – including positioning, identity design and total graphic design system.

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The identity and system balance flexibility and consistency in a manner that allow for visual pace and interest.