how we did it
Big Idea
"Sport / Friends / You" — yoga and Pilates as part of modern life, not just sports, but community, friendship, and self-care
Colors
The main focus is on pink—bright, cheerful, symbolizing femininity, lightness, and a fun mood
Supported by black and red for balance and contrast
The result is a fresh and unconventional palette for the fitness niche, where pastels or beiges typically dominate
Typography
Baskerville (serif) for status and premium appeal
Inter Tight for legibility and versatility in digital
Accent handwritten font Pasta & Wine for playfulness and lightness
Visual LanguageA
combination of fashionable visuals and sporty codes
Active use of content marketing on Instagram: templates for posts, stories, and highlights
Logo + developed sign (a symbol of sports equipment and an arch as a metaphor for openness and friendliness)
Tone and MoodBold
confident, feminine, but not "sissy" – a balance of sexuality and strength
Communications are structured as a "girls' community," while the brand remains aesthetically pleasing and fashion-inspired