Nimara Pilates

Nimara is a new pilates and yoga brand launching in Mallorca, with London and Paris to follow in the medium term. The site needed to feel calm and considered, and to hold a premium register without slipping into wellness cliché.

Most pilates studios look the same online: terracotta palettes and stock photography of women in athleisure on hardwood floors. Nimara needed to read as a brand that could credibly stand alongside hospitality and beauty houses rather than only other studios.

• 01Audited more than forty studios across three cities before drawing anything, to establish which decisions would make the brand invisible.
• 02Defined the typographic system before any layout work, so the brand reads first as letterforms and second as imagery.
• 03Directed photography towards editorial stillness rather than fitness energy.
• 04Structured the site to scale from one studio to three without a rebuild.
• 05Launched with four languages at full parity: English, Spanish, French and German, switched in place.

• •The brand is visually distinct from every other studio in the local market.
• •The founders use the site as the primary asset in landlord and investor conversations.
• •The architecture is ready for the multi-location rollout without redesign.