Branding a New Wellbeing Studio For Body & Mind

The Brief

InnerPace was launched with the support of Conwy Mind, part of the UK-wide Mind charity, as a new kind of wellbeing studio for North Wales. The vision was clear from the start: to create a calm, inclusive brand that could stand independently and grow beyond its roots. The studio’s business model feeds back into the local community, making it more than a place for exercise - it’s a social enterprise built around balance, connection and care.

Through our brand discovery process, we defined InnerPace’s core values of kindness, inclusivity and mind–body harmony. The goal was to move away from both the high-energy world of gyms and the clinical tone of health services, positioning InnerPace as a supportive alternative for people, often over 40, who want to feel part of a welcoming community.

THE OUTCOME

The logo

The logo was designed to feel individual and human. We hand-drew the final icon so it carried a natural softness and a sense of subtle imperfection - avoiding the polished, corporate look of most health and fitness brands. At its centre is an abstract figure that represents “you”: a calm, symbolic presence that reflects InnerPace’s promise of inclusivity and personal connection. The result is a mark that feels approachable and distinctive, able to flex across signage, print and digital applications while always holding onto its human character.

Colour Palette & Inspiration

The colour system takes direct inspiration from the North Wales coastline and countryside. Teals, greens and soft neutrals reflect the grounding qualities of sea, stone and light. This natural palette creates a visual link to place while also speaking to balance, nervous system calm and emotional wellbeing. It’s restorative, not loud, and offers consistency across both physical and digital environments.

Custom Illustrations

Illustration is central to the InnerPace identity. We hand-drew abstract human forms with brush strokes, giving them a fluid, expressive quality that feels subtly imperfect - individual and human. This avoids the clichés of mainstream fitness branding and makes the brand more approachable and inclusive. A flexible set of organic marks and icons represent classes, moods, values and even the North Wales landscape, adding energy and warmth. Used boldly on studio walls or subtly across print and digital, the illustrations carry the same calm, human energy that defines the brand.

Brand Value #1: Calm

Brand Value #2: Inclusive

Brand Value #3: Supportive

Brand Value #4: Connection

Messaging & Strapline

Tone of voice was central to the project. We moved away from transformation-driven messaging and instead created language that invites and reassures. Simple affirmations like capture the brand’s calm and inclusive personality. The final strapline - ‘Your pace is enough’ - sums up InnerPace’s promise: a studio where movement and mental health meet, and where people are supported at their own rhythm.

The Outcome

The result is a distinctive wellbeing brand that stands apart from gyms and generic health centres. Calm, confident and human, InnerPace offers a new model for wellbeing - one that blends movement, mental health and community under a single identity. With its first studio launching in Colwyn Bay, the brand is positioned to grow across North Wales and beyond, bringing its message of balance and inclusion to a wider UK audience.