Leni’s Pilates is a new studio with a strong point of view—and a strong name to match. Inspired by three generations of women named Eleni, the founder set out to create a space that felt considered, inclusive, and quietly confident. She wanted a brand that reflected those values—something that didn’t lean too feminine or too clinical, and definitely not trendy for the sake of it. We started by getting clear on the tone: grounded, approachable, and self-assured. That led the way for a full visual identity system, from logo and typography to color palette and brand voice. The colors are earthy and rich—muted greens, deep reds, and warm neutrals that feel natural without fading into the background. The typography balances a classic serif with a clean sans, giving the brand structure and flexibility. The wordmark gives the system a strong visual anchor across signage and digital. We wrapped everything into a style guide so the Leni’s team can keep the brand consistent across print, social, and studio materials. Then we brought it to life online, designing a clean, responsive website that reflects the brand’s clarity and character—and makes signing up for class seamless. This was a brand built with intention, from the first conversation to the final layout—and it shows.
Why it works
Values-led design: Every choice—from color to typography—was guided by the studio’s core principles of inclusivity, strength, and calm confidence.
Distinct but timeless: The visual identity avoids trends in favor of a grounded, enduring aesthetic that sets the studio apart without feeling overstated.
End-to-end cohesion: A unified system across print, digital, and in-studio materials ensures the brand feels intentional and consistent at every touchpoint.
