The Beam is a boutique pilates studio concept. The name is an abbreviation of Breathe, Energise, Align and Move, while also alluding to both a ray of light and structural balance. It aims to be the ‘it’ place-to-be for a luxurious feeling workout, as well as somewhere to recuperate with steam showers and eucalyptus-infused towels. Their ideal consumer is someone who is looking for a more upscale local studio and who includes regular exercise as part of their lifestyle.
The Beam aimed to integrate their polished but relaxed environment with a brand which exudes the same feeling. Their fundamental character is modern and sophisticated, while also being casual with a raw edge. The initial collaterals required were a printed advert announcing their opening, and a booking card to note client’s booked classes.
The design we created catered to feminine, bespoke luxe visuals with rose accents, working with a contrasting casual-cool concrete textures and complementing black-and-white art direction. The business is looking to expand to sportswear as part as their offerings, so swing tags were included as an add-on to the client’s design package.
