03 / 06 DESIGN
Fascia F.I.T.T.
Project overview. Fascia F.I.T.T. emerged from the rebranding of VBodies, a Pilates studio whose practice had evolved to integrate fascial education and somatic touch therapy. The project brought together market research, audience development, strategic positioning, and visual identity to communicate a more specialized approach to movement and wellbeing.
Making a specialized practice understandable.
VBodies had outgrown its existing identity. Its services extended beyond conventional Pilates, yet its positioning did little to distinguish it in a saturated wellness market.
The opportunity was to establish a distinct identity rooted in expertise, a cohesive brand language that balanced scientific credibility, movement, and personalized care without relying on generic wellness imagery—without losing the warmth of its holistic foundations.
Research translated into design decisions.
I led the brand’s research, positioning, and visual development, from competitive analysis and audience profiling to brand strategy, identity design, and implementation guidelines.
The scope included a new positioning framework, brand messaging, logo system, visual language, and applications across print and apparel.
- 01
Audience and positioning research
Reviewed audience needs and competitive context to define a credible, differentiated direction.
- 02
Visual identity development
Designed typographic treatments, a geometric monogram, logo variations, and a coordinated color system.
- 03
Brand communication materials
Developed identity guidance and visual applications for print, apparel, and service communications.
Clarity through a repeatable system.
The process moved from understanding the practice and intended audiences to testing how shape, typography, and color could convey both precision and approachability. Variations were developed as related components rather than independent marks.
Investigate
Competitive analysis revealed a market dominated by fitness-focused and lifestyle-driven branding.
I developed two audience profiles representing individuals seeking more informed, sustainable approaches to movement, mobility, and long-term wellbeing.
Position
Rather than competing as another Pilates studio, I positioned Fascia F.I.T.T. at the intersection of movement education, fascial integration, and somatic touch therapy.
A strategy centered on expertise, education, and compassionate care informed the brand’s purpose, messaging, and Sage archetype.
Translate
The identity needed to balance scientific credibility with holistic care. Structured without feeling clinical, expressive without appearing overly spiritual.
Early typographic explorations evolved into a refined serif identity incorporating geometric forms, layered letterforms, and movement-inspired relationships.
A complementary palette, supporting graphics, and application system extended this visual language across the brand.
A visual system designed for consistency.
Deliverables included audience profiles, positioning and messaging frameworks, primary and secondary logos, a typographic and color system, brand collateral, apparel designs, and identity guidelines.
Together, these materials created a cohesive system for communicating the practice’s approach and supporting future brand development.
Selected work.
Three views of the identity: the underlying mark, its variations, and an example of the system in context.
Credits & documentation.
A research-led approach to brand development, connecting market insight and strategic positioning with a cohesive visual system.