Music Box Movement

Brand Strategy | Visual Identity | Typography | Adobe Illustrator, Photoshop, and InDesign
This project centered on developing a full brand suite for Music Box Movement, a Pilates and wellness studio based in Las Vegas, Nevada. The founder, Ellandrea, envisioned a space where wellness meets rhythm—a studio inspired by jazz, movement, and the vintage sophistication of the Gatsby era. The goal was to create a brand that embodied both grace and nostalgia, fusing the discipline of Pilates with the expressive fluidity of music.

Before concept development, I conducted extensive brand and visual research to explore how music and motion could be represented in a timeless yet contemporary aesthetic. This included analyzing vintage record sleeves, Art Deco design motifs, and 1920s–1940s advertising, as well as studying the psychology of color within wellness and luxury branding. I also performed competitor audits across the Las Vegas fitness and boutique wellness market to identify opportunities for distinction—positioning Music Box Movement as an experience-driven brand rooted in rhythm and refinement rather than minimalism or trend.

The creative direction was anchored in warmth, texture, and rhythm. Using Adobe Illustrator and InDesign, I crafted a comprehensive visual identity system that included primary and secondary logos, monograms, patterns, and iconography inspired by the fluidity of dance and the ornamental symmetry of jazz-era design. The color palette features deep burgundy, champagne gold, and muted coral tones to evoke balance and intimacy, while the Gatsby-inspired typography captures both vintage charm and modern structure.
In Photoshop, I developed packaging and collateral mockups to visualize how the brand would translate across studio signage, merchandise, and digital platforms. The final brand suite was delivered with a detailed brand guide, providing guidelines for typography, color usage, and composition to ensure cohesive implementation across all touchpoints—from print materials to social media.