Launched in February 2026, Poem Pilates is a contemporary Pilates education company redefining the space through a more expressive, fashion-led lens. The founder, Cian Hughes, reached out to me requesting a full brand identity suite. Understanding what is at the heart of a brand, it’s core values and mission is crucial for me to discuss, research and build on, before testing any branding concepts. 

Poem Pilates is where form meets expression, discipline meets creativity, and tradition meets evolution. Rooted in the ethos ‘For Then, For Now, Forever’ and ‘The New Era of Pilates Education’, I wanted the identity to balance timelessness with a forward-thinking edge. The visual direction was designed to feel modern, covetable, and elevated – blending refined typography, a considered colour palette, and expressive graphic elements to position Poem Pilates as both an authority in education and a brand people aspire to be part of.

To bring warmth and personality into the graphic system, handwritten elements were introduced to reflect the fluidity of movement and the expressive nature of the practice of pilates. This approach softens the structure of the brand, creating a more human, relatable feel while helping it connect with a younger audience.