Heartcore

My Role
Brand Designer

Services
Brand Identity (Visual, Verbal, Interactive)
Brand Strategy
Digital Marketing
Brand Films
Art Direction
Website Design

Heartcore is a luxury pilates studio based in London. Everything Heartcore does is driven by and creates positive movement – both physically and mentally. Together, we developed a refreshed visual identity that captures that sentiment. The new brand identity project included a new symbol, wordmark logo, a color palette inspired by California, defining a photography style inspired by a first person POV, organic social media strategy and design, all new website, and go-to-market communications.

A woman with long blonde hair stretching in a room with warm lighting, wearing a gray sleeveless top.

Heartcore has a loyal client base that is used to attended their classes in person. When the pandemic hit, they knew they needed to extend that same luxury experience to online.

We needed to elevate their brand not only visually, but also functionally. We build a website that allows clients to sign up for classes at home as well as in studio. Our photography library needed to reflect both offers.

A Californian aesthetic from the studios was brought into the design alongside metaphors of the power of nature.

Luxury that moves with you

Rooted in Strength.
Designed to Radiate.

The symbol is grounded yet powered by the sun—radiating strength from the inside out. It captures growth through tension and release (waves), power from the core, and a celebration of the heart as the body’s strongest force.

The wordmark was built using the symbol as a grid, creating custom letterforms. A tilted “C” adds character—an intentional nod to imperfection and individuality.

The identity needed to reflect two sides of the experience: in-studio and online. Our imagery had to move seamlessly between both worlds—luxury, warmth, and movement no matter where you practice.

A woman with short blonde hair and dark skin, sweating and looking directly at the camera, with her hands raised.
A woman practicing yoga in a child's pose on a green mat inside a room with beige wooden floors, a framed picture on a cork stand, and a beige curtain on the right side.
A comprehensive mood board and shot list for a creative photo and video production project, featuring images of people practicing yoga, fitness, and portraits, with text descriptions and shot planning details.

A Kind Brand with a Kickass Strategy

We developed a digital marketing strategy that targeted nine key audiences—from loyal in-studio clients to new-year-first-timers unfamiliar with Pilates.

Our creative platform, “where the kind become kickass,” delivered a clear, bold message for hero brand ads.

We concepted, shot, edited, and wrote copy for a full suite of digital display and paid social ads—designed to drive traffic to the new website and convert curiosity into clicks.

Three smartphones displaying fitness app advertisements with diverse individuals performing workouts.
A tablet displaying a fitness website with a woman stretching in the header image.
A collage of multiple digital presentation slides with fitness, wellness, and lifestyle themes, including images of people practicing yoga, surfing, and relaxing, with text discussing brand guidelines, positive movement, warrior photos, team portraits, and motion effects.

Project of Yonder Consulting
My role: Brand designer