Pilates studios are quite popular, but few embrace the Classical Pilates approach, the original method as conceived by Joseph Pilates. In this practice, Pilates goes beyond physical activity to nurture the connection between body and mind. The space doesn’t use the typical stability balls often associated with Pilates and instead adopts contrology as its foundation. Amis needed to communicate these unique aspects to launch its studio.

The creative concept was inspired by contrology, movements that contract and release, like springs. The word “Amis” was designed with varying stroke weights, as if the pen presses and lifts from the paper, breathing and controlling each gesture. The Pilates technique is structured and organized, which is represented by solid, filled-in shapes that align perfectly with the human body. The body, on the other hand, is flexible, symbolized by loose strokes and lines that echo the brand’s signature. Combined, these two elements express the connection between body and mind, rational and emotional, and the full immersion in the practice. Breath, concentration, centering, control, precision, and flow. Through mindful, attentive practice, people can feel in their bodies, souls, and hearts an incredible sense of strength, health, and vitality. These are some of the feelings that bring Amis to life, the Beloved Brand of this Classical Pilates Studio, created to strengthen the body–mind connection with precision, presence, and care.