tonic method
SERVICES
Brand Strategy
Art Direction
Logo Mark
Brand Identity Design
Brand Photography Guideline
Web Design
ABOUT
Founded by Madeleine Hasulak, the brand tonic method is not just the name of the studios but the transformational pilates routine itself. Tonic Method is a high intensity pilates workout routine for busy boss babes who wish to address their physical, mental, emotional and spiritual health all at once.
The brand is currently spread out across 7 cities in Colorado and Utah of USA and they are working towards expanding with more studios. Thus they reached out to us for a uniform branding that visually justifies their brand image and values.
PAINPOINTS
Lack of consistent and authentic branding in physical and virtual platforms that attracts their tribe.
LOGO VARIATIONS
Logo Variation is logos made for various places use case. It tells you to use which logo where to reap the most of the area that we are getting to use for the logo.
COLOR PALETTE
There are 3 types of colors that are used:
Primary color: Used for mostly for background and for logo as well against white/orange background.
Secondary color: Used for highlighting information such as CTA, parts of headline, logo color against blue, accent fun element etc.
Accent color: Used exclusively for all copy. Always use in combination with primary and secondary colors.
BRAND PHOTOGRAPHY STYLE
The brand wanted cohesive high energy and an exclusive style of photography that represents them in all of their brand touchpoints. So we went with medium contrast black and white imagery to highlight the toned body of the models. We curated a complete guideline on poses, lighting, outfits and all other details for the photographer to get a clear sense of the vision.
solution
We did a detailed discovery on the ideal customer of the brand and then built brand personality, identity and website that resonates with the customer. We further wanted to make the brand stand out so we studied the competition and implemented aesthetics that made them unique yet attractive for the ideal customer.
WEBSITE DESIGN
One of the biggest interaction point for Tonic method clients outside of the studios themselves was the brand website. The client wanted the website to look as artistic, polished and premium like the studios themselves. And that is how we created this website to create a gallery like experience for the visitors
