Tree of Life Pilates
INDUSTRY
Health & Wellness / Pilates Studio
SERVICES
Branding and Web Design
Project Overview
Tree of Life Pilates is a new, education-first Pilates studio in Sarasota, Florida. It stands apart from the trendy, high-intensity studios most people picture: clients learn how their bodies move and build a balanced routine around strength, stability and flexibility. Founder Catherine Byron arrived with 35 years of experience, a clear philosophy and a name. Everything else, from Pilates studio branding to the website, had to be built from scratch.
We started with brand discovery to define the studio’s story, audiences and positioning, then built a visual identity rooted in the tree of life. On the website, we turned a full class menu into a simple system of levels, training focuses and three clear starting points, so a first-time visitor can find the right class before walking in.
All of it had to be finished before the in-person studio opened. We delivered the brand and the website in time, so Tree of Life welcomed its first clients with a finished identity and a site that already explained the studio.
Client Location:
Sarasota, Florida
Timeline:
4 months
Platforms:
- WordPress (website)
- Offering Tree (CMS & class software)
- canva (social media template)
Deliverables:
- Positioning statement and competitive mapping
- Primary and secondary audience profiles
- Messaging pillars and tagline exploration
- Full Logo Suite
- Visual Identity: moodboard, fonts, colors, imagery
- 25-page Brand Guide
- Custom multi-page WordPress site
- Social Media Templates
Main Tasks & Challenges
A new studio has to explain itself to people who have never heard of it. Tree of Life also had to explain a philosophy that runs against the trend-driven studios most people picture when they hear “Pilates,” and a class menu with three formats, three rooms, four levels and five kinds of training emphasis.
Positioning
- Wrote the brand story around Catherine’s years of experience and her reason for opening the studio: a return to the traditional principles of Pilates, adapted to modern life
- Defined the mission, the vision and five brand values
- Mapped the local market to position Tree of Life as the education-first, corrective option
- Profiled three primary audiences (professionals with posture-related pain, athletes and active adults, rehabilitation and restorative clients) and two growth segments (prenatal & postpartum clients and older adults)
- Wrote messaging pillars that speak to men as directly as women
The Brand
- Designed a full logo suite
- Created visual identity guidelines for marketing materials, website, and a custom built app
- Directed imagery toward real people of all ages, with no high-intensity fitness visuals
- Designed a Training Focus Venn diagram to visually explain the training philosophy
- Delivered a 25 page brand guide to help summarize and organize all the brand ddetails
The Website
- Mapped every class, room, level and training
- Built a custom multi-page WordPress site connected to OfferingTree for class management and booking
- Organized the class menu into Foundations to Level 3 and a five-color Training Focus key, reused across every offering page
- Linked schedule and client booking to OfferingTree the studio’s class management platform
The brand
Tree of Life
Full Logo suite
- Primary Logo
- Secondary Logo
- Icon logo
- Text only logo
Tree of Life
Visual identity
- Primary Logo
- Secondary Logo
- Icon logo
- Text only logo
treeoflifepilates.com
The Website
treeoflifepilates.com
The Website
branding add-on
Social Media Templates
Branded social media templates for instagram and facebook delivered on canva so that the client’s online presence matches their new visual identity.
Owner of Tree of life Pilates
CAtherine Byron
Collaboration isn’t always easy when one person has the vision and the other has the talent. It takes patience, communication, and a willingness to truly listen. Andrea brought all of that to our project.
She worked closely with me to bring my boutique Pilates studio brand to life, and even though the process took time, she stayed committed until we got it right. The result is a beautiful, customized logo and website that feel truly unique and intentional.
I absolutely love the final product and am so grateful for Andrea’s dedication and professionalism. I highly recommend her to anyone looking for thoughtful, personalized design work.
Want a Transformation Like This for Your Brand?
Tree of Life Pilates started with a philosophy and a name. We turned it into a positioning strategy, a complete brand identity and a custom WordPress site that explains an education-first studio to people who have never walked through its doors. If you’re opening something new and want a brand that attracts the right clients from day one, let’s talk.