waypoint
pilates

Waypoint Pilates is a welcoming pilates studio nestled in the windswept Orkney Isles of Scotland — your hidden local gem to strengthen, mobilise, and reconnect with your body.

VISIT WEBSITE

SERVICES

Web Development
Brand Identity
Logo Design

YEAR

2025/2026

STRENGTH
BALANCE
CONNECTION
MOBILITY.

A group of women participating in a yoga class, following instructor, on yoga mats with green balls placed in rows, in a wooden-floored room with warm lighting.
A woman in workout attire assists a group of women doing yoga on mats in a room with wooden floors and white walls during a yoga class.
A woman with reddish brown hair in a bun practicing yoga or stretching indoors, sitting on an orange yoga mat on wooden flooring, with one leg extended and holding her foot, and a black supportive brace on her other leg.
A woman practicing yoga indoors on a yoga mat, performing a side bend pose in a well-lit room with large windows, wooden walls, and a decorative clock on the wall.
A group of children lying on yoga mats and stretching during a yoga class inside a bright studio, led by an instructor in a white top. The studio has large windows, a clock, and hanging light bulbs.

Waypoint Pilates is a certified Bodymotion® Pilates instructor with extensive experience in Pilates, Yoga, Barre, and TRX.

logo design

The logo design was developed directly from the name itself, with Waypoint Pilates offering a strong conceptual foundation to build from. Our approach centred around the idea of direction and movement, leading us toward visual references such as the compass and north star. Combining these influences, we created a mark that feels both elegant and distinctive — a whimsical interpretation of a north star that subtly references the cardinal points of north, east, south, and west.

We also liked how the final mark subtly echoes the form of a stability ball — a familiar element within Pilates and yoga — further reinforcing the brand’s connection to balance, control, and mindful movement.

Black and white line drawing of a circular mandala with intricate geometric patterns and symmetrical designs.

The wider identity system drew heavily from the language and visual cues commonly associated with Pilates, focusing on ideas such as flow, connection, breath, movement, and mobility. The aim was to distil these themes into a compact visual mark capable of conveying the same sense of balance and fluidity through form alone. To achieve this, we used a circular structure to represent continuity and harmony, with graceful lines extending outward before converging into the North Star motif at the centre of the identity.

Waypoint Pilates logo with a stylized circular design and the words 'Waypoint Pilates' in modern font.

The visual direction draws inspiration from the rhythm and restraint of Pilates itself — calm, controlled, and purposeful. A minimal layout paired with soft contrasts and refined typography creates a sense of openness throughout the experience, allowing the brand, imagery, and movement to speak naturally. Every detail was designed to feel considered and balanced.

WEB DEVELOPMENT

A strong website with the ability for clients to book online was essential for this project. Clean, classy and user‑friendly design were the primary concerns throughout. The same priorities applied to the mobile version, where both returning clients and new visitors needed to be able to book a class at a moment’s notice. The brief called for a streamlined, simple approach that still felt elegant and visually pleasing.

The overall identity leans into a modern editorial aesthetic, combining understated elegance with functional simplicity. Neutral tones and generous spacing help create a relaxed atmosphere, while carefully structured layouts ensure the experience remains intuitive across every device. The result is a brand and digital presence that feels approachable, elevated, and aligned with the studio’s philosophy of mindful movement and wellbeing.

Inspired by the flow and precision of Pilates, the website blends modern design with subtle editorial touches to create a brand presence that feels both contemporary and grounded.

Mobile app screen for Waypoint Pilates with a logo, header, and text inviting users to start their Pilates journey, with a 'Let's Begin' button and the website link waypointpilates.com.
Woman in a light blue long-sleeve top and dark pants performing a Pilates pose with legs raised and grasped, in a studio with wooden floors and a white wall.
People participating in a Pilates class in a studio, lying on mats with their legs raised, with an instructor guiding the session.

PHOTOGRAPHY

Photography by
Kirstin Shearer Photography

VISIT WEBSITE
Person practicing yoga indoors near large windows with a view of nearby houses, lying on a mat with one leg raised.
A woman in sportswear sitting on a yoga mat, stretching her leg, with a relaxed expression. She has curly brown hair tied back and is practicing yoga or stretching exercises in a room with wooden floor and furniture.
A group of people participating in a yoga class, following an instructor who is demonstrating a pose. The participants are on yoga mats with green exercise balls lined up in front of them, in a room with warm lighting and wooden walls.
A group yoga class in a studio with large windows, a woman leading the class in the center, and students practicing poses on mats with yoga balls nearby.
A woman practicing yoga in a spacious, modern indoor studio with large windows, wooden walls, a wall clock, and a flat-screen TV. She is in a side plank pose on a yoga mat.

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