The Brief
Bougie & Burn
Kosherfat
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Logo Suite & Creative Direction -
Brand Messaging
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Brand Strategy
The Strategy Behind the Brand
Aidel’s already had the thing most fitness studios are trying to manufacture: women genuinely loved being there. The classes were strong, the energy was real, and people kept coming back for more than just the workout. The business had heart, personality, and a real following behind it. But as Aidel stepped into a new era of the brand — including the launch of a new Pilates studio — the identity needed to rise with it.
Aidel came to me at a turning point. This next chapter called for something more elevated and more cohesive, without losing the warmth and realness that made women love Aidel’s in the first place. The goal wasn’t to make the brand trendier or more polished for the sake of it. It was to create a visual and verbal identity that felt true to her, aligned with the new space, and strong enough to carry the business forward.
We started with strategy, getting clear on what made Aidel’s different. This was never about generic fitness culture or copy-paste Pilates branding. Aidel’s had built its name on high-quality classes, loyal clients, and a room women genuinely wanted to come back to. The brand needed to reflect that. We shaped the messaging around what women were really coming for: strong classes, warm energy, real support, and a place that felt good to walk into.
TAGLINE
Everything Goes
From there, we developed a creative direction that matched the next phase of the business. Grounded greens, earthy warmth, soft architectural forms, and a more refined sense of flow. The direction pulled from the new studio interiors while giving the brand its own point of view — something mature, welcoming, feminine, and quietly confident. We also explored how to bring movement into the identity in a way that felt abstract and elevated, rather than literal.
What came out of it is a brand built for where Aidel’s is headed. One that still feels like her, but with more shape, clarity, and range. It honors the energy women already loved, while making room for the next era of the business to feel fully realized.
Results at a glance
- Clarified the strategy for Aidel’s next chapter as the brand expands into a new studio era
- Positioned Pilates as part of the brand’s evolution without disconnecting from what already made Aidel’s loved
- Defined core messaging across classes, personal training, and the broader brand experience
- Built a more cohesive brand foundation rooted in warmth, energy, support, and high standards
- Created a visual direction aligned with the new studio interiors and future growth of the business
- Refined the brand into something more elevated, recognizable, and ready to grow with her
- Preserved the heart of Aidel’s while giving the business a stronger identity for what comes next
Shani understood exactly what my business needed and brought it to life with clarity and care.
Shani really got me. She understood what I offer, the tone I wanted my business to carry, and the balance I needed as I expanded. I came to her looking for a brand that felt dynamic yet inclusive, and she found that balance so beautifully. The whole process felt smooth, organized, and professional, even on a very fast timeline before a busy holiday. What I valued most was how clearly she helped me understand and define what I offer my customers. Seeing it all come together gave me so much clarity, and we’ve already been able to bring the brand to life through a new website and app.
