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AB & FLOW
BRAND DIRECTION, ART DIRECTION, MERCH DESIGN
Ab & Flow is a boutique Pilates studio with three locations across the Midwest. Partnering with my marketing team, I led a brand refresh focused on revitalizing their digital presence. I art directed a new content shoot—developing the mood board, guiding the creative vision, and directing on-site to capture fresh, compelling visuals aligned with the brand’s essence.
We breathed new life into their existing identity through cohesive social media strategy and elevated content, ultimately enhancing engagement and brand consistency across platforms.
Core Club Branding
To reward loyal students and elevate the client experience, the studio owner envisioned an exclusive members club tied to premium package deals—something that felt high-end, trendy, and aspirational. We brought that vision to life with Core Club, a name that nods cleverly to the studio’s roots in Ab & Flow.
I designed the Core Club logo, and in a rare creative win, the first concept I presented was an instant hit—no discovery round needed. The logo was applied to a limited run of branded sweatshirts and tote bags, both of which have become wildly popular with members since launch, helping cement the club’s buzz and brand loyalty.
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