Overview
Muse Pilates is a growing Pilates studio brand that underwent a period of expansion and visual refinement in early 2023. During my time as Graphic Designer, I worked closely with the team to roll out updated branding, support marketing campaigns, and create both customer-facing and internal collateral.
My work spanned print, digital, social, and video - supporting the brand’s evolution from a single studio into a scalable franchise model.
My Role
Graphic Designer
I worked in-house as the Graphic Designer, collaborating closely within a small marketing and leadership team. My role focused on translating brand strategy into consistent, usable design systems across multiple channels.
Key responsibilities included:
• Rolling out updated branding across digital and print
• Designing marketing collateral for campaigns and promotions
• Supporting Muse’s transition into a franchise model through branded documentation
• Creating video and social content for organic and paid channels
Challenge
As Muse expanded, the brand needed to feel more inclusive, polished, and scalable -without losing its warmth or community-led feel. Design solutions needed to support both customer engagement and internal growth, including materials for prospective franchisees.
This required balancing strong visual storytelling with clarity, accessibility, and repeatability.
Creative Execution
A key milestone was a brand photoshoot designed to better reflect the diversity of Muse’s client base. I used this imagery to refresh and unify the brand across touchpoints.
Key projects included:
Brand Rollout: Social media and EDM templates, brand stationery, print collateral
Franchise Collateral: A branded InDesign document for prospective franchisees, designed to communicate value, structure, and professionalism
Quarterly Pilates Challenges: End-to-end creative across posters, social tiles, printed booklets, participant cards, and ballot box artwork
Video Content: Concepting and editing promotional videos, sales content, and Meta ads
Outcome
The work supported Muse’s growth into a franchise-ready brand, providing a consistent and professional visual language across customer-facing and internal materials. This role strengthened my ability to design within brand systems, support strategic growth initiatives, and deliver high-volume creative across multiple formats.