f1 racing inspired brand identity + website design for THE SHOP

FITNESS + WELLNESS

THE PROJECT:

Lindsay, the founder of The Shop, wanted to create a pilates brand that embodied her distinct approach to movement: performance driven and designed for REAL LIFE. Lindsay instructs in-person and virtual pilates and yoga classes, challenging her clients to be the strongest, most aligned versions of themselves. For her brand she wanted to draw inspiration from the aesthetic and core values of F1 racing and Ferrari; fierce colours, energetic illustrations, and precise, punchy content.

SERVICES:

Mini Brand Identity + One Pg Website Design

the shop

the shop : pilates + performance

primary logo

submark logo

secondary logo

mood board

Creative Exploration

Drawing from the precision and craftsmanship of auto mechanics, the brand reimagines the Pilates studio as a workshop: a place where strength is built methodically, movement is refined, and performance is developed over time. This concept allowed the identity to move away from the typical soft, minimal wellness aesthetic and toward something more structured, bold, and performance-driven — reflecting Lindsay’s high-energy teaching style and her focus on building bodies that are resilient, capable, and built to last.

social media profile sample

social media samples

typography/font hierarchy

colour palette

icon illustrations

SCROLL THE FULL WEBSITE DESIGN

website design

Visual Application

Inspired by the world of auto mechanics and engineered systems, the brand uses bold typography, high-contrast colour, and dynamic graphic elements to evoke a sense of strength and motion. The deep reds, blacks, and warm neutrals create a palette that feels both powerful and refined, while the custom logotype and submark introduce a slightly gritty, hand-driven energy that keeps the brand human and expressive.