Atelier Vi is a Pilates studio in Los Angeles. They wanted a professional, cohesive identity that felt clean, sophisticated, and upscale, with a California-inspired ease. The brand also had to work for two different sides of the in-studio Pilates experience, balancing two distinct aesthetics without feeling split in two.
I started with moodboards and concepting to pin down the vibe, then designed the logotype. Once the type was done, the studio asked to add a logomark, so I built one to work alongside it. From there I developed a curated color palette and selected brand fonts, and pulled it all into complete brand guidelines. The result is a versatile, polished identity that feels classy and elevated while staying true to the studio's California roots.
