Salt Pilates Studio
Move beyond the ordinary.
ScopeWe led a full brand refresh for Salt Pilates Studio, covering brand strategy, visual identity, a mobile first Squarespace website build, packaging, copywriting, social media design, spatial design, and wayfinding and signage, for a boutique reformer Pilates studio in Balaclava, Melbourne.
• Brand Strategy
• Brand Identity
• Website Design & Development – built on Squarespace, mobile-first, performance-optimised
• Packaging Design
• Copywriting
• Social Media Design
• Print & Digital Collateral
• Spatial Design
• Wayfinding & Signage
IndustryHealth & Wellbeing
LocationBalaclava, Melbourne, VIC, Australia
CollaboratorsBala Graphics / Installation of Wayfinding & Signage
Andy Diprose / Photography
Salt Pilates Studio is a boutique reformer Pilates studio in Balaclava, with a loyal local community built up over years of genuinely good instruction and a welcoming, unpretentious studio culture.
The challenge was never about starting from scratch, it was about honouring what the studio had already built while opening the door to a broader audience who had not yet found their way in.
Brand Story
A rebrand like this lives or dies on whether existing members still feel at home. So the approach was to evolve rather than reinvent, keeping the warmth and community feel that made people loyal in the first place, while giving the studio the polish and clarity needed to attract new members walking past or discovering it online.
The result is a complete end to end rebrand, from strategy through to the physical studio space, built to feel like a natural next step for Salt rather than a departure from it.
Our Approach
The visual identity, website and spatial design all needed to work as one system, since a Pilates studio is experienced across so many touchpoints in a single visit, the website booking, the signage on arrival, the wayfinding inside the space itself. Every element was designed with that full journey in mind, not just the logo in isolation.
Wayfinding and signage were fabricated and installed in partnership with Bala Graphics, bringing the identity to life physically in the studio, while the Squarespace website was built mobile first and performance optimised, so the same clarity and warmth carries through from a member's first Google search to their first class.
Design Rationale★★★★★
“We worked with Hayley at Bobby Mac over the past 8 months for a rebrand and website redo, and couldn't recommend her services more highly! Her creative skillset, professionalism and deliverables were outstanding - she is so incredibly talented. She is efficient, reliable, communicative and has been such a pleasure to work with. Highly recommend her services. “
– Alicia V. / Owner