FINE TUNE PILATES

A BRAND THAT MOVES WITH ITS AUDIENCE

Fine Tune Pilates started as a deeply personal practice rooted in one-to-one connection and expert instruction. I was brought in to help shape a brand that could preserve that intimate feel while setting the stage for future growth. With plans to open a larger, more visible studio in Toronto, the founder needed a brand that could resonate locally, tap into the visibility of her musician husband’s fan base, and evolve alongside her expanding business.

The Challenge

This wasn’t just about building a fitness identity. The brand needed to balance polish and personality, drawing in a diverse client base that included both men and women, with some creative crossover from her husband’s music following. We wanted to create something that felt local, aspirational, and inclusive.

At the time, cultural attitudes were shifting. Between 2015 and 2018, the wellness space began embracing a wider range of bodies and identities. From 2019 onward, there was a growing desire to support local businesses that represented real diversity. The brand had to reflect those values from the start.

  • I collaborated closely with the founder to develop the name and design for
    Fine Tune, a nod to both body awareness and musical precision. We paired it with a simple, confident tagline that reflected the practice’s core philosophy.

    I led photo art direction to ensure visuals felt warm, real, and aspirational without falling into tired wellness clichés. I also provided creative input on the studio’s interior aesthetic, merch, and promotional materials to help create a cohesive brand experience across physical and digital touchpoints.

    Although my role in the web presence was minimal, I helped shape the brand tone and creative direction to guide future content and online messaging.

    • Fine Tune grew from a small private practice into a full-scale studio with a loyal and growing community

    • The brand attracted a wide range of clients while staying true to the founder’s values and energy

    • It maintained cultural and visual relevance throughout changing wellness trends

    • The new space launched successfully, supported by a strong foundation of brand clarity, consistency, and emotional connection

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