Árvora Studio de Pilates — Visual Identity

Context

Árvora’s challenge: move Pilates out of the generic-fitness aisle and present it as a wellness practice, with the physical presence of a neighborhood studio and, at the same time, the delicacy of a boutique spa.

Process

1. Symbol — a body in a backbend, a classic Pilates pose, that is at once the negative space of a capital “A” and the trunk of a tree. A halo of leaves in gold and green radiates from the top: body and nature in a single form.
2. Palette — two interchangeable colorways, sage and cream, always with gold as the accent of light.
3. System — a fine-line leaf texture becomes a recurring backdrop, and the symbol itself, bleeding off the edge on the diagonal, signs the business card, stationery and storefront alike.
4. Applications — from the business card and email signature to the glass decal on the studio’s storefront, through social media and the practice’s own photography.

Result

An identity that moves from business card to studio storefront, guided by one line that sets the tone for everything: “Move with purpose, live with quality. That’s the Árvora way.”