BEach Pilates
Introduction
Beach Pilates was a new venture, bringing low-impact, inclusive reformer Pilates to Waihi Beach. Founder Jonti wanted a brand that reflected flexibility, movement, and wellness while capturing the soft, beachside charm of the town. The goal: a branding suite that would make the business feel professional, approachable, and inspiring from day one.
The Story
The brand started with a clear vision: a safe, feminine, and inclusive space where people could connect with their bodies and prioritise movement.
We wanted to capture not just the physicality of Pilates, but the philosophy behind it — flexibility, balance, and mindful living — while reflecting Waihi Beach’s natural, welcoming vibe.
The cohesive brand identity, helped create a sense of belonging, and assisted in turning the studio into a brand people wanted to be part of.
From concept to movement
The Beach Pilates logo was inspired by the Shell Stretch, a Pilates move used to balance the spine, and the shape of the vertebral column itself. The shell is segmented like the spine, symbolising both structure and fluidity — the harmony between strength and flexibility.
The design language blends softness with sophistication. Every element was designed to connect Pilates philosophy, wellness, and beachside living in a way that feels cohesive and inviting.
Design Elements
Feminine and Strong
Shell-inspired, segmented to reflect the vertebral column and flexibility. The illustrative style balances femininity and strength, fluidity and movement, while being inspired by the beach itself.
Softness and sophistication
Soft, organic tones — dusty pinks and sandy neutrals, creating a feminine and beachy palette.
Typography
Classic serif for elegance and readability.
Collateral
Logo, colour palette, typography, business cards, and signage for the first of three studios.
Key Benefits
Credible Foundations
From the very first day, the branding gave Beach Pilates a professional, polished presence — helping Jonti’s vision be taken seriously.
Community Excitement
Thoughtful design sparked buzz and early buy-in from the local community, inspiring people to embrace the studio and its philosophy.
Growth-Ready Design
The branding provided strong foundations for expansion, supporting two additional studio locations and future ventures, after my design story with Jonti was complete.
Storytelling Through Design
Every visual element — from the shell-inspired logo to the soft, beachy palette — brought the Beach Pilates philosophy of movement, flexibility, and wellbeing to life.
