Some details
Description
We journeyed together to set Cadence Pilates as an industry leader with a total brand experience by establishing a bold and confident visual identity design, incorporating an eye-catching marketing collateral and merchandise experience with uniquely tailored branding and web design, whilst also designing with foundational principals of editorial design in mind. Why? Because Cadence
Pilates desires that their members be fully engaged and understand what the values and benefits are that they will see in return from investing in their health and fitness goals.Challenges
We discovered from our Roadmapping and Brand Discovery sessions that most Pilates studios are generally catered towards, or appeal, to a predominantly female audience. At Cadence Pilates, one of the distinctive traits is that their classes operate through a progressive and dynamic fitness model, which is uniquely designed to include male and female members and athletes.
We aimed to shift the perception within the Pilates industry primarily by building a design system that aimed to communicate Cadence Pilates as a unisex fitness model, with an emphasis on bold, confident and motivational personalities.
THERE WERE THREE KEY ELEMENTS IN THIS SHIFT:
1. Cadence Pilates imagery strategy uses both males and females doing Pilates. In addition to this, the Cadence Pilates class photoshoot is led by real physiotherapists.
2. The Cadence Pilates visual identity (logo design) typography strategy is uses a thick and thin font type, within the Avenir font family to reflect the characteristics of both the male and female body figures.
3. The Cadence Pilates color strategy use a classic black and white combination, along with with light grey, communicating elegance and boldness at the same time. For marketing collateral, we continued to use black and white as the dominant feature but also incorporated rich pastel colors that emphasize the different characteristics of the both male and female audience.
Solutions
Ranging from Roadmapping, to Brand Discovery and UX Design strategy, we set firm foundations for moving forward and creating a brand identity system, brand tone and digital presence that was directed by a unique combination of empathy and motivational drive.
We positioned Cadence Pilates as more than just your typical Pilates studio, because Cadence Pilates is about Pilates workouts designed for life. As the first Pilates brand to integrate extensive goal-based Pilates workouts, as well as a robust acquisition, training and membership model, Cadence Pilates is connecting with the wider fitness community and boldly bridging the gap between what could be and what currently is expected in the Pilates industry.
Impact
After launch, Cadence Pilates hit their 18 month growth goals in just under half the time. The brand has increased online traffic by 7x since launch and ranked on the first page for 25+ high competition keywords. Cadence Pilates is now expanding to a second location within 2 years of opening due to high demand.
