Brand identity & art direction
A premium urban pilates club for ambitious women who are composed, intelligent, elevated.
The wellness industry has a visual problem. Most fitness brands go one of two ways: aggressively athletic and loud, or soft, beige and "healing retreat." The challenge was to design for neither.
Noma is for ambitious women who are selective about where they spend their time and money. Composed, intelligent, elevated, and just warm enough to feel like they belong.
"Feminine without being girly. Premium without being cold. For this customer, simplicity is the luxury."
The central decision was restraint with warmth. The logo is lowercase not because it's soft, but because it's confident enough not to shout.
The terracotta tone was chosen deliberately to dodge the two traps of the category: the neons of performance fitness and the blush pinks of self-care. No illustration, no decoration — every choice made by subtraction.
A complete, considered system — logotype, palette, type and a signature fourth element — built to feel cohesive across every touchpoint.
A quiet, lowercase wordmark that is confident enough not to shout.
A deliberate terracotta, grounded by warm sand, taupe and ink. Feminine without girly, premium without cold.
A coherent world, from the moment she walks past the signage to the bottle on her desk at work.
The website
Noma needed more than an identity. It needed a place to live. I designed and built the studio's website so the brand carries all the way through to the moment she books, with the same terracotta calm, the same considered type, and a layout that holds on any screen.
Live · the real site
The same calm holds on a small screen, where most members actually book. Type, spacing and the booking flow rebalance for touch without losing the restraint.
Live · scroll the phone
Beyond the look, here's what this identity is built to do and the bar I hold every brand I design to.
Speaks to ambitious women without shouting. The right people feel it instantly.
Every element earned its place; the calm is the premium signal.
Sidesteps both neon-fitness and blush self-care for something genuinely its own.
"It should make the right people feel they've found their place and everyone else understand it's not for them."
— Karya, on Noma Studio
Currently open for brand identity projects and commissions.
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