Before
Where they started.
- No mark to put on the door
- No palette, no typography
- No voice, no words
- No photography direction
- Doors opening in months
Case Study
Atelier
Movement as a practice. Precision as a ritual.
Atelier is a quiet-luxury reformer Pilates studio — four to a class, taught slowly, in a room built on intentional movement and considered design. They came to us with a name and an empty room.
Services
- 01
Brand Strategy
Positioning, audience, and the attributes that set the tone.
- 02
Logo & Identity
One mark, six arrangements, and the rules that guard it.
- 03
Design System
Type, color, and the pairing rules that hold it together.
- 04
Verbal Identity
A voice that sounds the way the room feels.
- 05
Art Direction
Photography direction: warm light, quiet bodies, tonal ground.
After
What we built.
- A six-arrangement logo system
- Typography and color, with rules
- A voice, down to the microcopy
- An art-directed visual world
- The digital expression, ready to build
The Deliverable
One book, nine chapters.
Atelier Pilates Brand Identity System
Brand Identity
atelier
Pilates
Volume I Movement as a practice. Precision as a ritual. Spring 2026
The Logo
One mark, six arrangements.
atelier
Reformer Studio
atelier
a
atelier
Pilates
a
Atelier Pilates
atelier
Pilates
Clear space
Keep clear space equal to the height of the a on every side.
Color
The mark is burgundy. It reverses to paper on dark and to blue on burgundy.
Restraint
One mark to a surface. Never restyle, stretch, or recolor it.
The Type
One signs, one works, one records.
Aa
Fraunces
The editorial voice
Movement as a practice.
Precision as a ritual.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 &.,;:’
Aa
Fraunces
Display · Editorial
An hour, before everything.
a
Söhne
Wordmark · Logo Only
the reformer
Aa
DM Sans
Body & Labels
Small classes, taught slowly.
Aa
DM Mono
Figures & Folios
07:00 · 2 spots
The Palette
Two grounds, one mark, two accents.
Core — Six
Paper
Ground
#F7F5F2
Snow
Separation
#FAFAF8
Pastel
Air
#C1DBE8
Buttermilk
Warmth
#FFF1B5
Burgundy
Mark
#43302E
Ink
Word
#1A1A1A
Extended — Support
Sepia
#8C7C6A
Stone
#6E665E
Brown Soft
#6E5650
Espresso
#2A2521
Blue Deep
#8FB6C8
The Voice
How Atelier speaks.
Movement as a practice.
Precision as a ritual.
Strength, taught softly.
Practice, not performance.
An hour, before everything.
Calls to action
Book a Class Reserve Your Reformer View Schedule Begin Your Practice
Microcopy
- You’re booked.
- See you tomorrow.
- Join the waitlist.
- Class full.
The Photography
Warm light, quiet bodies, tonal ground.
Light
Warm and natural. Low sun, long shadow, never a hard flash.
Movement
Stillness over action. A held pose, a breath, a pause.
Materials
Wood, linen, leather, skin. Honest texture, tonal and quiet.
Composition
Generous space. One subject, centred calm, clean margins.
In Use
The identity, out in the world.
Studio signage
atelier
Pilates
Membership card
atelier Member
0042 · 8817
Romana Vidal · Founding Member
Instagram templates
An hour, before everything.
a
Now booking
Spring
Reformer
atelier
Print & campaign
The Digital Direction
One identity, every touchpoint.
atelier
Movement as a practice. Precision as a ritual.
The Result
A complete identity, ready to open the doors.