From an inspirational story comes a passion for pilates
MIND UNIQUE BODY: BRAND STRATEGY & VISUAL IDENTITY DESIGN
WHO ARE MIND UNIQUE BODY
Mind Unique Body offer personalised pilates & ballet conditioning classes across the sunshine coast. It all began with Sarah Gray, a former professional dancer who learned first hand the power of pilates after a debilitating back injury on stage. She discovered pilates was the one and only treatment that restored her mobility and it inspired her to set up a pilates studio and spread the word.
The challenge for any new business owner is navigating the initial stages to bring their grand idea into fruition, and to get the foundations right. Director Sarah described “In the lead up to launching my new Pilates business, I approached Emma to develop the brand identity. I knew I was looking for an identity which had a lot of love put into it and an attention to detail that my customers would be drawn to. As soon as I emailed Emma, I could tell that she was going to be the right fit for my business. I had never worked with a graphic designer before, but she made the process so simple, responding to me quickly with lots of detailed feedback on her services and explaining how all her work evolves to the final product. It was clear to me she was going to put a lot of love and passion into the project.”
Sarah had chosen a very conceptual business name with ‘Mind Unique Body’. The meaning being that everyone’s mind and body connection is unique and that ties into her personal approach and small class structure, giving students the ability to do pilates in a way which works for them. I knew from the get go it would be important to convey the meaning behind her name visually, both with the logo and supporting graphics. We analysed the competition and found that many took quite a traditional approach to their look and feel. Sarah is young, modern, vibrant and enthusiastic, so we wanted to differentiate with a fresh, dynamic, bold look and a create a boutique, stylish atmosphere for her studio space.
As Sarah described “The whole experience of working with Emma shocked me, because I never expected to learn so much about my business and long term goals. Without Emma guiding me through what makes a brand successful in such a detailed and comprehensive way, I would have never gained not only this amazing brand identity, but also the level of knowledge and overall holistic understand of my business that I now have — gaining that insight was priceless!”
THE LOGO DESIGN
Learning to harness your mind-body connection is critical to your pilates workout and inspired the business name. Everyone’s mind & body flows and connects in a unique and beautiful way. This is illustrated in the logo concept in a simple, elegant way through flowing lines literally connecting the words “Mind” and “Body” to the word “Unique”. The organic look reflected many elements of nature, such as waves, petals, tree roots, shells and even the curves of the body.
THE COLOUR PALETTE
The brand stands out from competitors who have used a sea of blues and greens. In contrast a striking, energetic and feminine coral colour was used.
Inspiring illustrative elements enhances the brand message and creates unique, personalised touches which align with the ethos of the company.
The tagline “Bring Your Alignment Into Focus” refers to the importance of concentrating on aligning your body and life generally in a balanced way. The tagline can also be flipped to say “Bring Your Focus Into Alignment” meaning getting your thoughts into a positive place, or aligning your mental energy with your goals.
“ I 100% believe that if I had gone with any other designer I would have only received 1/4 of the amount of work compared to what Emma has done for me. Her approach was so personal, detailed and passionate, ensuring that she exceeded my expectations at every turn and provided so much value for my business. The whole experience has been worth every cent!”Sarah Grant