Bringing a identity with character for a PILATES STUDIO very personal
Recently the Pilates method has been extended as a model of physical training and numerous gyms and centers already include it within its range of activities.
When Juanma Sánchez came to Paparajote Estudio Creativo and told us his project, we soon realized that his proposal was something very different and far from those proposals.
Juanma Sánchez bases his methodology on the one developed by Joseph Hubertus Pilates originally called Contrología, since it is based on the training of the mind to control the body, and the search for a balance between both.
The referent of this origin is present in the interior of space, and in its signage. You can see old photographs and phrases of Joseph Hubertus Pilates, as well as the first dancers who used this method as George Balanchine or Martha Graham.
All the graphic image was conceived under the premises of that origin so present in the project. A sober and simple aesthetic. The idea of creating something very similar to the study he installed at his home Joseph Hubertus Pilates in New York, where he used wood machines to help exercise the muscles of his patients.
For this reason we used the pictogram of a small house, taken from a perfect square, alluding to this origin. Wood is a key element in the Pilates Studio Juanma Sánchez image, from the facade plaque to stationery, bonuses …
The classes taught at Estudio Pilates are focused on “helping”, and under this same approach we create promotional pieces for the opening and dissemination of the study. Based on the concept of “chain of favors”, Juanma Sánchez himself distributed among his pupils pieces of wood stamped by hand, so that they in turn gave it to a friend or acquaintance, who with that piece could go and obtain a First test session.
We have also made a series of photographs showing the postures and use of the equipment, as well as the original Joseph Pilates floor exercise chart by Juanma Sánchez. The photographs were made by Pepe Incha with the art direction of Paparajote Estudio Creativo.