Good Forme Pilates

Boutique Pilates and fitness studio for future-focused women

project scope

  • Brand identity

  • Print material design

  • Signage

  • Social media design

  • Website design

  • Website development

  • Email marketing design

  • Photography/videography creative direction

Photography: LR Studios

A close-up of a high-end reformer Pilates studio in Etobicoke.
A close-up of professionally designed post card for a Pilates studio with the logo and subtle brand colors, reflecting quality and attention to detail.

Behind the brand

Good Forme Pilates is a judgement-free, boutique studio focused on sustainable fitness, mindfulness, and holistic wellness through personalized movement coaching. Founded by Amelia in 2022, hot on the heels of the pandemic, the studio started with just one reformer and a strong desire to share her love for functional movement. Amelia launched with a DIY brand and website, which helped her to start to build a loyal client base.

However, as her growth began to stall with new studios popping up nearby, Amelia felt increasingly threatened by the competition. Realizing she needed a strategic approach to secure her studio’s future, she reached out to me for help in creating a brand experience that would empower her to confidently convey her value and stand out.

The front side of a branded postcard featuring the owner of Good Forme Pilates on a reformer machine, holding a strap preparing for a side bend.
The reverse side of a branded postcard for the studio featuring the unexpected brand colour palette and clean, minimal typography.
Brand submark design that embodies a human form during Pilates movement in a clean and minimal way.
A tablet view of the online booking capabilities of the studio's website, conveying the responsive and intuitive design.
A mockup of the Good Forme logo and typography showcasing versatility and high-end appeal.

deeper meaning

The primary logo features a custom flared typeface that blends tradition with modern design, reflecting both quality and approachability. The added curves convey fluidity, capturing the essence of Pilates as while lending a bespoke quality that enhances connection and memorability.

The Ripple graphic, used as a background element throughout the brand, continues the flow of the letter R. It symbolizes the ‘ripple effect,’ serving as a reminder that small changes can lead to significant transformations—mirroring the journey of each client at Good Forme Pilates. This graphic also helps establish a cohesive visual system that enhances brand recognition.

By intentionally moving away from the green commonly used by competitors, the colour palette instead features a vibrant pop of Wisteria, infusing energy and ambition. This approach sets Good Forme apart, creating a memorable identity that resonates with its ideal clients and embodies their values of inclusivity and holistic wellness.

The primary logo and tagline for the Good Forme Pilates brand featuring elegant and understated typography that reflects the high-end boutique feel of the studio.
The primary logo for Good Forme Pilates, featuring elegant typography and clean lines, reflecting the brand’s focus on functional movement and balance.
A brown textured wall with botanical shadows that provide depth, warmth and approachability to the brand.
Two vertical postcards that feature elegant typography with movement and a close up image of a client.
A desktop view of the Good Forme Pilates website, highlighting a user-friendly layout with impactful imagery and wellness-oriented messaging.

Building an online Experience

In Etobicoke, there’s no shortage of Pilates studios competing for the community's attention. With Amelia’s DIY website, users struggled to find and digest important information like pricing and service offerings, which could easily send them to competing studios. For her new site, we focused on ease-of-use and clearly communicating her unique value. The result is an inviting online presence with a simple booking system and transparent pricing that makes it easy for new clients to get started. Plus, the site is fully optimized for SEO, so potential clients can easily discover the studio online.

To maintain consistency in her digital presence, I created a set of social media templates that make it easy for Amelia to build trust and engage with her community. These templates are quick to update on the go, helping her communicate effectively and connect with her audience. With a clear strategy and eye-catching design, Good Forme Pilates now has the confidence to grow and thrive.

A set of social media templates featuring Good Forme's consistent visual branding and stylish design, ensuring cohesive brand communication across platforms.
A view of the social media profile for Good Forme featuring consistent visual branding and stylish design, ensuring cohesive brand communication across platforms.
A set of social media templates featuring Good Forme's consistent visual branding and stylish design, ensuring cohesive brand communication across platforms.
From the client
Good Forme Pilates Studio - logo and web design - Etobicoke, Ontario

“

A true partner in building my brand.

From our first meeting, Missy made me feel understood as a small business owner. Her personalized approach and clear proposal set her apart from other designers. I needed a brand and website that felt clean, professional, and reflective of my business—and Missy delivered. The entire process was incredibly valuable and helped me gain confidence in my online presence.

— Amelia Low, founder of Good Forme Pilates

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