Overview
Spicy Pilates Training was launched as a sister brand to Muse Pilates Studios, designed to deliver a bold, modern Pilates training experience aimed at a younger, Gen Z–leaning audience. I was involved from the early stages of the brand’s development, contributing to the visual identity and leading the rollout of creative assets across digital, social, and print touchpoints.
This project spanned brand identity, launch campaign creative, photoshoot support, and ongoing content creation - seeing the brand through from concept to launch.
My Role
Graphic Designer
While working at Muse Pilates Studios, I contributed to the launch of Spicy Pilates Training in a graphic design and creative support capacity. I worked closely with the wider team to help shape the brand’s look and feel and execute creative across launch and ongoing campaigns.
My responsibilities included:
• Designing the Spicy Pilates logo and visual identity
• Supporting creative direction for the brand photoshoot
• Designing launch EDMs and social assets
• Creating digital and print materials to support the course launch
• Producing long-form design assets for the training program
Challenge
The challenge was to create a brand that felt distinctly different from Muse Pilates while still sitting comfortably within the broader business ecosystem. The visual identity needed to feel bold, playful, and culturally relevant - appealing to a Gen Z or TikTok-native audience - without losing credibility as a professional training program.
The launch also required a large volume of assets across different formats, from social and email to long-form educational materials.
Creative Execution
The Spicy Pilates brand was built around a bright, confident, and expressive visual system. I designed the logo and supporting assets to feel energetic and self-aware, drawing inspiration from pop culture and internet-first aesthetics.
Key project highlights included:
Launch EDM: Introducing Spicy Pilates to existing Muse members
Brand Photoshoot & Social Content: Collaborated on shoot planning and creative direction, then rolled out assets across social channels
Course Manual: Designed a 250+ page digital PDF to support student learning, including photographing and retouching 500+ images for use throughout the document
Outcome
Spicy Pilates launched with a strong, distinctive visual identity that successfully positioned it as a fresh, youth-focused training offering. The project demonstrates my ability to see a campaign through end to end - from early brand thinking to execution across multiple formats - and marks an early step in my growth toward creative direction and campaign ownership.
