A studio for backs that sit all day
EJE imagines a six-person reformer studio in Colonia Americana for people who spend their working day at a desk. The brief was a brand that feels calm rather than athletic, and a website where booking a class takes less time than finding parking.
The name means axis. The J sits on the centre line like a spine on the reformer, and a thin lilac bar follows the wordmark everywhere. The palette comes from the street outside: navy ink for the sign, jacaranda lilac from the trees, and the pink cantera stone of the old houses.
Identity system
One wordmark, one lilac axis, and a palette taken from the street.
Applications
Digital mockups
Web design
The homepage answers who it is for, what the first class costs, and what is free today. Booking takes three taps on a phone.
