Flow with Lo
Visual Branding · 2025
A personal movement brand for Pilates, yoga, barre, and online training.
- Pilates, yoga, barre, and movement education
- Brand identity, logo suite, copy direction, custom icons, merchandise and packaging direction, brand guidelines
Challenge
Lo had built trust through teaching and social media, but the brand around her work did not yet feel connected. She needed a visual system that could hold Pilates, yoga, barre, merchandise, and her online library without becoming generic wellness design.
Direction
We built a brand that felt personal, city influenced, vintage, and movement led. The identity pulled from sun motifs, astrology, flow, and custom icons inspired by Lo’s own tattoos.
Outcome
The new identity gave Lo a clearer system for launching merchandise, packaging her grip socks, and growing the Flow with Lo online library and in person courses.
Before the project
Lo was already an experienced instructor with more than a decade of teaching across Pilates, yoga, and barre. She had an engaged audience and a strong point of view, but the brand needed a more cohesive system to support the business she was building next.
The strategic problem
The brand needed to feel like Lo. Not a generic beach retreat, not an overly polished wellness template, and not a fitness brand that could belong to anyone. It needed to feel approachable, personal, expressive, and flexible enough for classes, digital offers, and merchandise.
The creative direction
The visual direction blended city energy, vintage color, movement, sun symbolism, and subtle astrology references. Custom icons brought in personal details from Lo’s tattoos, giving the identity a more specific and recognizable world.
What we created
- Full visual identity
- Logo suite
- Custom icons
- Brand copy direction
- Merchandise and packaging direction
- Brand guidelines
The visual system
Where the brand went next
After the project, Lo brought the identity into her merchandise and launched branded grip socks while continuing to grow her online library and in person movement offers.
Outcome
- The new identity gave Lo a clearer system for launching merchandise, packaging her grip socks, and growing the Flow with Lo online library and in person courses.
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