Case Study: brand positioning, brand naming and visual brand identity for Studio Canopy, a start-up Pilates & wellness studio in Hildenborough, Kent

Julie Courtney of Studio Canopy approached Ditto to help shape the brand positioning and visual brand identity for Studio Canopy, a start-up Pilates & wellness studio in Hildenborough, Kent. With no shortage of passion for the project, our role was to bring strategic thought, direction and visual flair to deliver a successful launch

Julie’s vision is to create a boutique pilates studio to the Hildenborough community which delivers high quality classes to children and adults of all ages and abilities. Whether you’re a seasoned reformer looking for an intense workout, or using pilates for rehabilitation following illness or injury, Studio Canopy’s intentionally small classes allow for an attentive experience, supported by exceptional instructors and the very best apparatus. In a world which moves too fast and asks too little of us in the ways that matter the most, it is Julie’s heartfelt wish to create a space where people feel supported, accepted, and empowered to be their very best – because the most rewarding, joyful elements of the human experience lie within meaningful connection and a sense of belonging.

Julie was keen to create exactly the right impact from the very beginning, and as a start-up, she knew how important it is to make the right first impression. We worked with Julie from the outset to refine her vision, bring commercial focus to the opportunity, find competitive advantage and craft a value proposition that offers something meaningfully different to an increasingly competitive environment.

We worked alongside Julie to shape every detail of this start-up business, including the business name - one of the key details that founders lose sleep over! With the premises occupying a woodland location, we loved the concept of ‘Canopy’; it conjures up a sense of being sheltered beneath the trees, with soft sunlight filtering through to a space which is quiet, protected and safe. ‘Studio’ hints at creativity - a space where ideas are forged. ‘Studio Canopy’ performs perfectly - a creative space beneath the trees that embraces you with care.

A sleek, slender aesthetic is ubiquitous within the Pilates landscape, and so we were conscious to create a visual brand identity that felt aligned with the market’s expectation yet welcoming to those who haven’t experienced Pilates before. Inspired by Studio Canopy’s inclusive agenda, we created a brand identity which is earthy, grounded and gentle - reflecting the brand values and crucially, how we want people to feel when they visit.

There’s much still to do for this brand; up next will be the studio fit-out, followed by photography and the full website build. For now, there’s plenty happening behind the scenes and we couldn’t be more excited to see it unfold.