The Pilates Project is a Pilates and movement studio located in the heart of Paris’s 2nd arrondissement. Studio Impulso developed its complete visual identity around one central idea: bringing together the discipline of the practice with the warmth of a space designed as a refuge.
Services
Logotype
Visual identity
Merchandising
Industry
Wellness
The challenge
The Pilates and wellness industry has grown rapidly, along with a visual language that has become increasingly recognisable and repetitive.
The challenge was therefore to create a visual identity for a Pilates studio in Paris without relying on the expected codes of the wellness industry: overly neutral minimalism, muted palettes or literal representations of the body and movement.
The Pilates Project needed to express the precision, control and discipline inherent to the practice, while retaining a sense of warmth, intimacy and approachability.
One central tension quickly emerged as the foundation of the project: creating a space somewhere between an institution and a refuge.
Objectives
To create a complete brand identity capable of:
Positioning The Pilates Project as a distinctive movement studio in Paris.
Translating its precise, demanding and contemporary approach to movement into a visual language.
Building a premium universe without falling into conventional wellness aesthetics.
Developing a graphic system strong enough to live both within the physical space and across digital touchpoints.
Accommodating multiple disciplines, from Reformer Pilates and Mat to Yoga, Strength and Recovery, without losing brand consistency.
Our Approach
Rather than representing Pilates literally, we focused on the principles and sensations that define the practice: posture, control, breath, alignment, movement and progression.
This led us to build the identity around a series of contrasts:
Structure and movement.
Rigour and fluidity.
Grounding and elevation.
Institution and refuge.
The aim was not to create an identity that simply “looked like Pilates”, but to build a visual language that could become unmistakably associated with The Pilates Project.
Art direction
The identity is built around three levels of signature: the wordmark, the symbol and the TPP monogram.
The wordmark brings structure. Its tall, elongated proportions give the name a strong sense of verticality and presence. The serif typography draws from editorial and institutional references, while subtly echoing principles central to the practice: posture, alignment and precision.
In contrast, the symbol introduces a more organic dimension. Its deliberately free and slightly irregular lines suggest movement without attempting to depict it literally. It was designed as an abstract sign, one that reveals itself over time and gradually becomes a recognisable asset of the TPP identity.
The monogram condenses the identity into a more compact signature, allowing the system to adapt across different scales, formats and contexts.
The colour palette combines cream, earthy tones, brown and terracotta with more assertive blacks. This chromatic language creates a direct connection between the graphic identity and the materiality of the space, while establishing a warm, tactile and timeless atmosphere.
The result
The Pilates Project now has a complete and flexible visual identity, designed as an extension of the experience offered within the studio.
The system creates:
a distinctive identity within the Pilates and wellness landscape
strong consistency between brand, space and experience
multiple signatures suited to different touchpoints
a visual territory capable of accommodating different movement practices
a recognisable system designed to grow with the brand over time
From signage and textiles to objects and communication materials, every application contributes to the same visual language.
An identity designed to express movement without illustrating it, and to give The Pilates Project the codes of a destination rather than simply those of a Pilates studio.
Le mot de notre cliente, Nary
