For Her Pilates is an on-demand reformer Pilates platform designed for women who want to move on their own terms - without pressure, ego, or judgement.
Built around flexibility, accessibility and connection, the brand needed to feel elevated, calming and deeply considered, while still strong and confident.
Kathy came to Secret Weapon Creative with a clear vision: to create a brand that felt refined, feminine and entirely for her audience - women seeking strength, balance and clarity through movement.
THE DESIGN APPROACH
From the outset, it was important that the brand communicated calm strength rather than intensity. With a wellness space already crowded by loud, high-energy competitors, the opportunity lay in restraint - allowing the brand to breathe.
The identity was developed through strategic exploration of audience, positioning and tone, ensuring every element felt intentional and aligned with the way women would experience the platform. The result is a brand that feels premium yet welcoming, modern yet timeless.
THE LOGO DESIGN
The For Her Pilates logo is typography-driven, elegant and understated.
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Visual Impact: A refined serif typeface creates a sense of sophistication while remaining soft and approachable.
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Symbolism: Subtle customisation within the letterforms introduces movement and flow, echoing the physical practice of Pilates.
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Vibe: Calm, grounded and feminine - without feeling delicate or fragile.
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Brand Fit: Designed to resonate with busy women seeking strength, balance and space for themselves.
The logo was crafted to work seamlessly across digital platforms, social media, and on-demand interfaces, ensuring clarity and consistency at every touchpoint.
BRAND MARKS +
VISUAL SYSTEM
To support the primary logo, a simplified brand mark was developed for flexible application across digital and promotional assets.
A muted, natural colour palette reinforces a sense of calm and recovery, while the typography system balances elegance with legibility - ensuring the brand remains functional as well as beautiful.
THE OUTCOME
The final identity positions For Her Pilates as a premium, modern wellness brand - one that feels considered, inclusive and quietly confident.
Every design decision was guided by the experience of the end user, resulting in a brand that supports women not just visually, but emotionally. The identity now provides a strong foundation for growth while remaining deeply connected to the values the business was built on.
This project was a true collaboration - translating vision into a brand that feels authentic, empowering and enduring.
“Bree is so talented, she really brought the vision I had for my pilates studio branding to life. Bree seeks to understand your business, how you want to be positioned, who your audience is and then how to best visually communicate that. Highly recommended!” - Kathy Packenas, Founder, For Her Pilates
