I’m currently working on bringing new brand stories to life, and this page isn’t quite ready yet. In the meantime, you can see more of my work and behind the scenes process over on Instagram: @TheNovel.Co
More stories in the making…
SERVICE: THE SIGNATURE
TITLE:
The Pilates Cloud
THE CONFLICT:
The Pilates Cloud was created to feel like an escape from the everyday—a wellness space built around strength, calm, and connection. Inspired by her own journey with Pilates, the founder wanted the studio to reflect the same sense of peace and transformation her clients would feel after every session.
With her vision already clear, she knew she needed a thoughtful identity that looked exactly how she wanted the studio to feel for her future members. The goal was to create something minimal yet distinct, with a mark her members could instantly recognize and connect with.
THE RESOLUTION:
We designed a brand identity that displays the experience The Pilates Cloud offers—inviting, elevated, and serene. A soft serif with subtle customizations creates a balance sophistication with approachability, while the cloud mark adds a memorable nod to the name. The palette brings the concept to life, feeling calm and refined. All together, the elements form a brand that feels like a breath of fresh air—an escape to wellness.
SERVICE: THE NOVEL
TITLE:
Local Lagree
THE CONFLICT:
Local was built from a genuine love for movement and the transformation that comes with it. After falling in love with the Lagree method and becoming a trainer, the founder set out to open her own studio—a space that empowers, strengthens, and connects.
She knew how she wanted the studio to feel: elevated but approachable and focused on community. With competitors leaning into flashy, high-contrast looks, she wanted something timeless that reflected the calm energy of St. Petersburg without feeling overly “beachy.”
THE RESOLUTION:
We created a brand identity that reflects Local’s mission: clean, modern, and confident. Using simple typography with customized movement inspired details, the design mirrors the Lagree method itself—the balance of strength and flow. Together, the elements build a calm yet energizing identity that invites people in and makes them want to experience it for themselves.
THE EPILOGUE
