06Lifestyle

ALMA

Strong, quietly.

Boutique pilates studio: strength without noise, an architectural line as the brand's spine.

Identity 3

The identity is where ALMA settles its argument: mark, type and colour agreeing on one voice. Every page after this one inherits these decisions.

ALMA, identity, letterhead with wordmark and wave lineALMA, identity, brand sheet with wave mark, sans type and class codesALMA, identity, dark wall sign at the studio entrance

The idea

ALMA trains strength you cannot hear, and the identity matches: one continuous line runs through the wordmark the way control runs through a movement. No shouting, no before and after, just the line.

Photography 8

Photography does the persuading. One light logic and one distance, so a frame reads as ALMA before you even find the logo.

ALMA, photography, reformer machines in a sunlit studioALMA, photography, silhouette of a woman on a reformerALMA, photography, hands gripping a wooden barALMA, photography, changing room with tote bag and towelsALMA, photography, bare feet on a sunlit wooden floorALMA, photography, rolled mats and a bottle in shadowALMA, photography, rolled mat with wordmark on a benchALMA, photography, water bottle on a wooden ledge

The system

The palette breathes in plaster, bone and morning light. Schedules and collateral use space the way the studio does, generously, and the photography holds every pose one second longer than expected.

Website 4

The website was designed and built in the same house as the brand. Same typography, same pacing, and the one action that matters sits exactly where thumbs expect it.

ALMA, website, homepage with the headline Strong, quietlyALMA, website, classes page with three class photosALMA, website, weekly schedule pageALMA, website, find us page reading In the middle, quietly

Collateral 5

Collateral is the brand at arm's reach: keys, cards, the small printed things people keep. Each one set in the same quiet system, none of them shouting.

ALMA, collateral, weekly schedule card on the front deskALMA, collateral, member cards in navy and terracottaALMA, collateral, welcome card reading Welcome to the quiet side of strongALMA, collateral, wayfinding wave line painted on a wallALMA, collateral, gift card in a grey envelope with eucalyptus

Out in the world

Then it joined daily life: collateral, merch people actually wear, and a website that feels like the space itself.

Merch 5

Merch only works if people wear it unpaid. ALMA keeps it simple enough to actually want.

ALMA, merch, grip socks with wordmark on a stoolALMA, merch, tote bag hanging by a plantALMA, merch, mat with wave line on a wooden floorALMA, merch, dark water bottle on a towelALMA, merch, folded towels on a reformer

Social 6

Social is the daily voice. Templates with room to move, so the feed stays recognisable without ever repeating itself.

ALMA, social, post with reformers reading Strong, quietlyALMA, social, wave line post reading Move like you mean itALMA, social, post reading 7:00 the early reformerALMA, social, first time post with intro pack priceALMA, social, post with hands on a bar reading One hour for yourselfALMA, social, story frame with studio reading Strong, quietly

Campaign 5

The campaign is the loud day: one idea pushed to poster scale, consistent from a phone screen to the side of a street.

ALMA, campaign, poster reading Strong, quietly with a reformer silhouetteALMA, campaign, bus stop poster reading One hour for yourselfALMA, campaign, lift lobby poster reading Move like you mean itALMA, campaign, poster reading First time? with a sunset studioALMA, campaign, wave shaped bench installation in a park

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