Legacy Project
Joey Pilates/Cardio
Joey is a boutique fitness studio in Alpharetta, GA named after the founder of the Pilates exercise method, Joseph Pilates. The interior of Joey challenges industry norms and disrupts expectations in the most beautiful way.
Our goal for Joey's visual brand was to create an extension of the environment and experience at the studio—an aesthetic that weaves modern industrial textures and forms with vibrant illustrations while still honoring the heritage and namesake of Joey.
Kate McGill, owner/founder of Joey, came to me with a logo suite* but needed to build out the rest of her identity with brand colors and typography. Once we established the brand standards, we got to work creating social media graphics, email newsletters, print collateral, interior and wayfinding signage for the studio, and are currently working on a custom Squarespace website.
Note: Kate made the decision to close the studio in June 2022. While Joey is no more, I just couldn’t take him down from my portfolio just yet…
Project Scope
Brand Identity*
Social Media Graphics
Email Marketing
Print Collateral
Interior wayfinding

Logo Suite

Primary Logo with Tagline

Primary Logo

Primary Icon

Secondary Logo with Tagline

Secondary Logo

Secondary Icon
Color Palette

Black

Teal

Ocean

Sage

Ochre

Sienna

Peach

Coral
Font Suite
Kinetic Logo Treatments
The Studio Space
Joey Pilates/Cardio interior images by Amy Dey Photography