Neighborhood Pilates
Brand Strategy, Brand Identity Refresh
Neighborhood Pilates is a boutique wellness studio in Austin, Texas, expanding to Stuart, Florida in late 2026. Founded by Juliana Beladera, a Pilates instructor, pre/post-natal fitness specialist, and wellness entrepreneur, the practice specializes in personalized 1:1 sessions designed for the female body, with a particular focus on pre and postnatal wellness. Built as a nurturing sanctuary, the studio encourages women to explore intuitive movement, reconnect with their strength, and feel at home in their bodies.
The brand strategy centered on three core pillars: Restoration, Intuition, and Strength. Restoration established the studio as a calming sanctuary where clients could immediately exhale upon arrival. Intuition prioritized fluid movement, organic alignment, and body connection over traditional fitness culture. Strength celebrated grounded, feminine empowerment, supporting women through every stage of life.
Inspired by the gentle rhythm of the body, coastal landscapes, and the restorative quality of ocean waves, the visual identity was designed to feel like a physical exhale. The goal was to move away from loud, commercial fitness aesthetics and create a brand experience that felt quiet, deeply rooted, and restorative. The resulting system brought Juliana's vision to life: a nurturing space where women can reconnect with their bodies, embrace intuitive movement, and experience the transformative power of Pilates.
2026
Client & Studio Owner / Juliana Beladera
Design & Art Direction / Freya Garcia
BTS & Process