Releasing the artist, athlete and performer in all of us.
An identity as cool (and flexible) as the studio itself.
Body & Pole’s New York-based studio is an icon in the world of aerial fitness. Think Juilliard, but less pretentious, and six feet in the air. The brand wanted to reflect the belief that there is an artist, athlete or performer lurking deep within all of us. They wanted to kick in the door of the boutique fitness category while remaining true to their reverence for the art of aerial dance. We helped them do just that with a top-to-bottom rebrand.
Great brands keep their visual identities simple, yet extremely bold.
The brand got a full overhaul. We refreshed and simplified the logo. Stripped away the majority of color to reveal an identity based on black and white, and put to work a minimal, urban and artistic design system that challenges and inspires.
A photo style that grabs attention.
Brand imagery features both high and low key black and white photography. The contrast creates a range of mood and a gallery aesthetic that pushes the boundaries of light and style.
Now let the people know.
After we built the new identity, we began a full redesign of the website. The ambition was that everyone looking for a specific discipline or class should be able to find the information they’re looking for and book one quickly and easily. The sport can be an intimidating one to begin, the user experience had to be simple.
While you’re at it, let the city know.
The new brand is uniquely suited for out-of-home, large format billboards where high contrast typography and imagery make for striking and easy-to-read visuals. When you are competing for visual attention in NYC, this kind of system stands out.
New swag, new studio.
The rebranding included a full interior redesign of the New York City studio as well as a new line of apparel and accessories. The new identity transitions well to interior design and the apparel is well-suited for the young, city-dwelling aerial fitness fanatics.
Year 2018
Company Grove Marketing
Role ACD, Art Director
Team Ron Clayton, Robert Dexheimer, Kristen Collins, Steve LeChance, Greta Scheibel, Chase Terranova
Deliverables Brand Strategy Brand identity Logo Photo Direction Messaging Apparel Studio Design
