Pilates Club is dedicated to providing a no-nonsense, yet enjoyable, Pilates experience for all levels, from beginners to advanced practitioners. The studio’s instructors are highly experienced and trained in the principles of classical Pilates.

The Challenge

Our goal was to develop a brand language that reflects the dynamic nature of Pilates Club: a conservative approach to the teachings of Joseph Pilates, while maintaining a fun and upbeat atmosphere for its students.
One of Joseph Pilates’s innovations, the use of springs instead of weights, was our main inspiration while designing the brand. The spring is not only a staple of Pilates as an exercise method, but also a metaphor for the creation and release of tension. The specific choice of typeface was another way to reflect the tension between serious and stern, versus funky and loose.


Logo, brand language, visual assets


Pilates Club
Year 2022
Industry Lifestyle
Services Branding, Collaterals
Creative Director Gilad Fried
Designer Meshi Sanker
Photography Keren Lachman