Cadence Pilates
**Description**
Our collaborative effort aimed to position Cadence Pilates as a leader in the industry through a comprehensive brand experience. This involved crafting a striking and assertive visual identity, alongside compelling marketing materials and merchandise, integrating tailored branding and web design while adhering to key principles of editorial design. The goal was to ensure that Cadence Pilates members are fully engaged and understand the values and benefits they gain from investing in their health and fitness.
**Challenges**
During our Roadmapping and Brand Discovery sessions, we found that most Pilates studios tend to cater mainly to a female audience. However, Cadence Pilates stands out because its classes are based on a progressive and dynamic fitness model that invites both male and female participants. Our objective was to alter perceptions within the Pilates industry by developing a design system that presents Cadence Pilates as a unisex fitness model, characterized by bold, confident, and motivating elements. This shift included three main strategies:
1. The imagery strategy for Cadence Pilates features both male and female participants practicing Pilates, with class photoshoots led by qualified physiotherapists.
2. The visual identity of Cadence Pilates, including logo design, utilizes a mix of thick and thin typography from the Avenir font family to reflect the traits of both male and female physiques.
3. The color strategy combines classic black and white with soft gray tones to convey both elegance and strength. The marketing materials primarily use black and white while incorporating rich pastel colors to highlight the distinct characteristics of the male and female audiences.
**Solutions**
Through a structured approach that included Roadmapping, Brand Discovery, and UX Design strategy, we established a solid foundation for creating a cohesive brand identity system, tone, and digital presence driven by a unique blend of empathy and motivation. We positioned Cadence Pilates as more than a conventional Pilates studio; it represents Pilates workouts tailored for real life. As the first Pilates brand to implement extensive goal-oriented workouts along with a comprehensive acquisition, training, and membership model, Cadence Pilates is making strides in connecting with the broader fitness community and successfully bridging the gap between emerging potential and industry norms.
**Impact**
Post-launch, Cadence Pilates achieved its 18-month growth objectives in under nine months. The brand experienced a sevenfold increase in online traffic since its debut and appeared on the first page for over 25 highly competitive keywords. Due to overwhelming demand, Cadence Pilates is poised to expand to a second location within just two years of its launch.
