Heartcore
BRAND IDENTITY
ART DIRECTION
WEB DESIGN
Social marketing
The brief: Translate a luxury pilates studio experience into a brand suited for online
Heartcore is a luxury pilates studio based in London. Everything Heartcore does is driven by and creates positive movement – both physically and mentally. Together, we developed a refreshed visual identity that captures that sentiment. The new brand identity project included a new symbol, wordmark logo, a color palette inspired by California, defining a photography style inspired by a first person POV, organic social media strategy and design, all new website, and go-to-market communications.
The Challenge
Heartcore has a loyal client base that is used to attended their classes in person. When the pandemic hit, they knew they needed to extend that same luxury experience to online.
We needed to elevate their brand not only visually, but also functionally. We build a website that allows clients to sign up for classes at home as well as in studio. Our photography library needed to reflect both offers.
In studio photography shoot
At home photography shoot
The visual identity
A Californian aesthetic from the studios was brought into the design alongside metaphors of the power of nature.
The symbol is rooted to the ground but fuelled by the sun (rays), amplifying power from the inside out (core), representing growth fuelled by the tension and release of positive movement (waves) & celebrating the most powerful part of your body (heart).
The wordmark uses the symbol as a grid to create bespoke letter forms, a tilted C celebrates the imperfections we all have and should be proud of.
The marketing & comms
We developed a digital marketing strategy that engaged nine specific targets that spanned from existing in-studio clients to new year revolutionists who may not know much about Pilates.
We use a single-minded creative proposition to define the single message we want our hero brand advertising to convey. For this campaign we landed on, “where the kind become kickass.”
With the aim of generating traffic to the new website, we successfully designed, shot, edited and crafted caption copy for a full suite of digital display and paid social ads.
The brand guidelines:
Project of Yonder Consulting
My role: Art direction, Brand Design, Creative Strategy