Vybe Pilates

We developed the brand concept and visual identity, along with communication collaterals and a tailored social media starter pack to support the launch and online presence.

The creative direction was built to position Vybe as a space where grace meets strength. Inspired by the elegance of fashion and the precision of movement, the visual identity embodies a modern femininity: confident, sexy, and serene. It's a studio where each class is depicted as a crafted experience, offering beauty and balance for a multicultural, dynamic community in search of meaningful wellness.

Visually, Vybe takes cues from the fluidity of calligraphy and the sophistication of editorial design. Serif fonts bring timeless elegance, while sharp contrasts and a muted, intimate palette deliver a contemporary, high-end aesthetic—sophisticated, minimal, and quietly bold.

The challenge was to rise above the abundance of wellness offers in Dubai by delivering a unique and elevated identity—one that speaks to a global generation while remaining warm, inclusive, and aspirational.