Identity + digital presence
branding art direction design WP development
Studio³, an established boutique Pilates studio in Toronto, known for its small classes and expertise in training Pilates instructors, wanted to expand its in-person instructor training to a wider global audience. The Pilates Resource Catalogue (PRC) was born: an online training and education portal for Pilates instructors.
This project involved both creative and technical deliverables, including developing PRC’s brand identity and establishing its digital presence across multiple platforms.
Working alongside the founder and the WP Lifeline digital team (who handled the e-commerce and back-end implementation), we launched two websites: a public-facing marketing site and a member portal (with corresponding staging environments).
Given the tight timeline and limited resources, there was no time to create wireframes or detailed Figma mockups. Instead, I worked directly within WordPress, integrating the finished brand elements into a custom designed child-theme based on the Twenty Twenty-Four parent for the marketing site. This approach allowed us to deliver a functional and aesthetically consistent site quickly without sacrificing design quality.
To minimize future technical debt, we kept the design simple and limited the use of plugins, avoiding frameworks and third-party Page Builders. This ensured the PRC team could easily manage updates and maintain the site with potentially fewer technical issues down the road.
The development team at WP Lifeline replicated the child-theme for the member portal, allowing us to meet the target launch date.
After the site went live, I continued supporting the PRC team by designing responsive HTML email templates for ongoing member communication. Coded in Stripo and deployed through MailChimp, these templates streamlined the production process while ensuring visual consistency across all campaigns.
