A brand, website and copy for a London studio that blends clinical Pilates, physiotherapy and classical ballet, built to look nothing like the rest of its industry.

Marc Goldberg runs a physio-led Pilates studio in Putney, South West London, drawing on about 17 years in physiotherapy and clinical Pilates and a background in classical ballet. He couldn't find a single brand in his industry he liked, and wanted the opposite of soft wellness pastels: "more Apple, less Marriott". The brand had to be edgy, beautiful and clever, but still informative. The name and the tagline, "Bodies Reborn", speak to recovery and renewal through movement.

I ran the project end to end: creative brief, logo concepts, brand colours, brand guidelines, all the website copy, and the website design and build. I still look after the site on a two-year care plan.

• Identity: four first-round concepts, refined over two more rounds into the final mark and the phoenix icon.
• Brand system: a deep palette of plum, oxblood and a vivid red on off-white, paired with a licensed display typeface, and a full logo set.
• Brand guidelines: logo use, colour and type.
• Website and copy: the method and its three pillars, the studio, services, testimonials and an FAQ, with booking calls to action throughout, linked to online scheduling.
• Ongoing care: content updates and new sections switched on after launch.

The site launched in February 2025 and is on a two-year care plan. It now carries testimonials from clients who recovered from back, knee and shoulder problems.