PILATES FLOW STHLM

Pilates Flow STHLM — Rebranding, Art Direction & Website Design

Creating a refined new visual identity and digital experience for an established Pilates studio in Stockholm.

Macbook mockup of pilates flow sthlm website

Pilates Flow STHLM is an established studio offering Reformer and mat classes, private sessions, courses, and internationally recognised BASI Pilates teacher training.

The client wanted to modernise the brand while retaining two recognisable elements from its existing identity: the logo and signature purple colour. Building on this foundation, I developed a new visual direction through a refined colour palette, contemporary typography, art direction, and a complete redesign of the website.

The goal was to create a calm, professional, and distinctly Scandinavian brand expression that better reflected the quality of the studio and its extensive offering. The result is a cohesive and contemporary identity that feels recognisable to existing clients while presenting Pilates Flow STHLM in a renewed and elevated way.

Services

The project included a complete visual refresh and website redesign in Wix Studio. While preserving the existing logo and purple brand colour, I developed a broader colour palette, a new typographic direction, and a cohesive visual system for the brand’s digital presence.

With a wide range of classes, services, memberships, events, and educational programmes, the website also required a clearer content structure and more intuitive user journey. I reorganised the studio’s offering, refined and developed the written content, and created a seamless path from discovering a service to booking it.

The final website was designed responsively across desktop, tablet, and mobile, with an integrated booking experience and Swedish as its primary language. The result is a flexible digital platform that supports both the studio’s daily offering and its position as a BASI Pilates host studio.

Visual Rebranding

Colour Palette

Typography

Visual Identity

Art Direction

Website Strategy

UX & Site Structure

Website Design

MOODBOARD

BRAND COLOURS

VISUAL IDENTITY

The established logo and signature purple were retained to preserve familiarity and brand recognition. A new supporting colour palette, typographic system, and art direction were developed to create a softer, more refined, and cohesive visual expression.

BOOKING EXPERIENCE

A clearer structure and more intuitive user journey help visitors explore classes, courses, private sessions, memberships, and events before moving seamlessly into booking.

BASI PILATES TEACHER TRAINING

A dedicated educational section gives greater prominence to Pilates Flow STHLM’s BASI teacher-training programmes and establishes them as an important part of the studio’s offering.

Iphone mockup of pilates flow sthlm website

RESPONSIVE WEBSITE

The complete website was designed and optimised for desktop, tablet, and mobile, creating a consistent and accessible experience across every screen size.