Our body is created perfectly by nature, ideally thought out, where all our movements are precise, proportioned and geometrically correct. But often in our everyday life, we do not pay enough attention to the body.

Pilates is a system of physical exercise (fitness) developed by Josef Pilates at the beginning of the 20th century for rehabilitation after injuries. The author called his system Contrology, defining it as complete coordination between body, mind and spirit, based on yoga, tai chi and other oriental traditions.

The mission of "Pilates for Life" project is — to popularize this fitness program by offering an affordable and highly effective exercise set program for people at all skill levels. The company has a physical space as well as an option of training online. The school offers equipment, classes and trainers to choose from.

Intense research of the pilates program and the fitness market as a whole was conducted in order to understand the field better. I came to the conclusion that all communications between the brand and the audience should be based on simplicity, clarity and consistency focusing not only on building a healthy body.


The main purpose should be to find that balance between the body, mind and spirit. Showcasing the values that were laid down by 
the author by a simple graphic language.

As the main idea, the well-known image of the Vitruvian Man was taken as a starting point. It is a canonical symbol of the proportions of the human body.

Then the graphic system was built using simple geometric shapes and lines that repeat the movements of the human body during Pilates training. 

To emphasize and combine nature and medical scientific approach was chosen a contrasting combination of colours, typeface and materials.​​​​​​​​​​​​​​

The colour palette of interier consists of crystal white, cool grey and matte translucent textures with geometric lines of embedded light. The metal surface is combined with warm pink, deep saturated green and dark wood texture.

Altogether, to ensure that visual, verbal and tactile perceptions reflect the deep values of the brand. Because physical health is the first essential element of happiness.​​​​​​​

Creative Direction & Design: Irina Hasselbusch
Copywriting: Irina Hasselbusch
Animation and video production: Kristina Osipova
Project Manager: Anastasia Borisova

Client: Pilates for life
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