Hong Kong
ARTE
Project Tag Line
Branding and campaign for a boutique, intensive Pilates teacher training school in Hong Kong. We delivered a comprehensive brand service—from strategy, naming, and design to copywriting and illustration—bringing the brand to life across digital and print assets, including social media, booklets, and web.
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Scope
Strategy
Brand Strategy
Audience Analysis
Voice & Messaging
Naming
Social Media Strategy
Branding
Brand Identity System
Collateral Design
Illustration
Copywriting
Campaign
Creative Direction
Photoshoot
Social Media Campaign
As we got to know the client, we saw that their specific approach to teacher training reflected the fundamental philosophy of Pilates alongside their own personal touch. To reflect the fundamental drivers and points of difference in their business, we identified a set of core brand values and a personality that would communicate this effectively, presenting them well to target audiences.
Brand Concept
We asserted ARTE as the House of Boutique Pilates and developed a design concept called “building on strong foundations”. In it, we present the brand as a ‘classical’ learning institution with naming and aesthetic links to The Academy and The Lyceum. This links the body to ideas and communicates a humanistic but professional appeal. It also stays true to the ideas of Joseph Pilates, the founder of the movement who shared these formative influences.
