BRAND STRATEGY · LOGO DESIGN · BRAND IDENTITY DESIGN · WEB DESIGN
Blue Sage Pilates
Strategy-first brand identity design and web design for a boutique Classical Pilates studio — built to reflect the premium quality of the work inside.
The Challenge
Blue Sage Pilates is a boutique Classical Pilates studio rooted in tradition yet serving a modern audience. Their brand and online presence weren’t reflecting that balance.
The brand didn’t capture the premium quality of the training at Blue Sage, leaving the studio’s true value understated.
There wasn’t a clear content strategy, so the studio lacked a consistent way to connect with and engage its audience.
The website wasn’t responsive, making it difficult for clients to access on mobile devices.
Previous logo was simplistic, off-balance, and flat, missing the energy and power of Classical Pilates.
Previous website was crowded, non-responsive, and hard-coded, making updates difficult and expensive. The dated, one-page design lacked content strategy and engaging branding.
The Process
I worked closely with the Blue Sage team to create a brand and web presence that truly reflected the elegance and quality of their studio.
Early sketches attempted to combine a unique mark with hand-made lettering which proved to be overcomplicated. We chose to focus on a unique logo mark that was inspired by Classical Pilates form.
Discovery & Brand Foundation
We dug into what makes Blue Sage unique, exploring its classical Pilates roots, boutique personality, and the experience they wanted clients to feel.
Visual Identity Design
I crafted a logo, color palette, typography, and visual elements that balance the precision of classical Pilates with the inviting energy of a coastal studio.
Content & Messaging
Together, we developed a cohesive content strategy that communicates the studio’s values and helps connect with their audience consistently.
Website Design & Layout
I designed a responsive, mobile-friendly website with clear navigation and strong calls-to-action, making it effortless for clients to find class information and book sessions.
Implementation & Guidance
delivered polished brand assets and a website that the team could maintain, ensuring the brand remains consistent across all touchpoints.
The Solution
A complete brand strategy, logo design, brand identity system, and web design — built from the same foundation. Blue Sage Pilates now communicates the premium quality of what they offer, connects more deeply with their audience, and gives prospective students a clear, confident path to booking.
820%
Increase in organic search traffic
2.5x
Longer time on site per unique visitor
230%
Increase in bookings within first month
With a cohesive brand identity and a responsive, user-focused website, Blue Sage Pilates now connects more deeply with its audience, clearly communicates its premium training, and drives meaningful business growth. The studio’s online presence reflects the quality of the experience clients can expect, making it easier for prospective students to engage, book, and return.
