Joey Pilates/Cardio

Joey is a boutique fitness studio in Alpharetta, GA named after the founder of the Pilates exercise method, Joseph Pilates. The interior of Joey challenges industry norms and disrupts expectations in the most beautiful way. 

Our goal for Joey's visual brand was to create an extension of the environment and experience at the studio—an aesthetic that weaves modern industrial textures and forms with vibrant illustrations while still honoring the heritage and namesake of Joey. 

Kate McGill, owner/founder of Joey, came to me with a logo suite* but needed to build out the rest of her identity with brand colors and typography. Once we established the brand standards, we got to work creating social media graphics, email newsletters, print collateral, interior and wayfinding signage for the studio, and are currently working on a custom Squarespace website.

Note: Kate made the decision to close the studio in June 2022. While Joey is no more, I just couldn’t take him down from my portfolio just yet…