Client Study: Pilates for Performers
Having witnessed the power of Pilates to transform lives, Alison and Barbara wanted to build a brand to pay it forward
Alison Johnson and Barbara Hoon—both teachers and longtime adherents of Classical Pilates—own and operate their own Pilates studios on either side of the Hudson River. As studio owners, Alison and Barbara have witnessed the power of Pilates to transform lives. They’ve seen their clients develop strength, flexibility and a deeper mind-body awareness. They’ve helped their older clients work through persistent injuries, and they’ve helped their younger clients build the kind of strength and stamina it takes to dance in eight shows a week on Broadway.
Because of their performance backgrounds and their work with young dancers, Barbara and Alison understand how difficult it is to make a living as a performer in New York City. They’re also familiar with the tough transition into the world outside of dance once injury or age makes it impossible to continue performing at the professional level. To address these issues, Alison and Barbara created Pilates for Performers (PFP), a non-profit Pilates teacher training program for performing artists in New York City. PFP aims to help performers—at any stage in their career—to secure stable jobs as Pilates instructors so they can earn a living wage while they pursue performance; develop a more refined sense of strength, balance and control; perform injury-free; and establish a dynamic, enduring performance career.
The Vision
We wanted to build a brand identity with the look of a bold, modern New York City arts institution—a cultural ideal that would appeal to dancers as well as donors. We selected black and white for PFP’s primary color palette along with black and white photography for drama. To add a snap of energy, we included accents in rich jewel tones—deep crimson, teal, tangerine and violet. We wanted the logo to be powerful, so we opted for a heavy, modern sans-serif for the primary wordmark and a lighter weight wordmark ringed by a thin circle for the secondary logo. To contrast with the static feel of the bold text, we curated photos of dancers, which gives the site energy and elegance. We also captured photos and videos of the PFP students to showcase their skill and highlight the power and grace of Pilates in action.
The Messaging
The clients wanted the web copy to reflect the rich history of Pilates and its impact on modern performance. We discussed several ways to incorporate this backstory and opted to include sections on the homepage that highlighted Joseph Pilates’ work with famous performers of the early- and mid-19th century. We included mention of maverick choreographers George Balanchine and Martha Graham, who developed a new vocabulary for movement within their respective fields and who sent their performers to work with Joseph Pilates. It was also important to the clients that we note the range of performers from other disciplines—actors and singers—who worked with Joseph Pilates, including world-renowned soprano Roberta Peters and celebrated actors including Katharine Hepburn and Laurence Olivier.
Since the performing arts are a vital part of the culture, community and economy of New York City, it was important to highlight how a program like Pilates for Performers could impact the broader cultural landscape. Additionally, it was important to Alison and Barbara that we emphasize the fact that cultural institutions across the city, including Broadway theaters, are struggling to regain footing post-pandemic, and the trickle-down effect heavily impacts performers. We included text that highlights these issues and creates a sense of urgency to invest in performers in order to reinvigorate the cultural landscape and ensure that new narratives and innovative performance styles are nourished and promoted.
The Challenge
One of the challenges of this project was capturing original visual assets of the PFP students. Because the organization is a Pilates teacher training program, it made sense to us that not all the students needed to execute perfect form for each sequence, as the students were still learning the movements. We went back and forth with the clients on this point, but in the end, they felt that the students’ form should be flawless, since it ultimately reflected on PFP’s teaching methods and the principles inherent in the program. Before the shoot, we devised a shot list with Alison and Barbara, and after several attempts, and a few discarded reels, we captured stunning photos and videos of the students, highlighting their power, grace and perfect form.
Pilates for Performers is more than a training program—it’s a lifeline for artists navigating the challenges of a demanding industry and an uncertain cultural landscape. Through a bold brand identity, historically grounded messaging and a commitment to showcasing the strength and elegance of their students, Alison Johnson and Barbara Hoon have created a platform that empowers performers to reclaim their physical health, financial stability and creative purpose.
In a city still healing from the disruption of the pandemic, PFP stands as a vital contributor to the arts ecosystem—one that invests in the people who bring stories to life on stage. With a vision rooted in care, discipline, and transformation, Pilates for Performers is helping to shape the future of performance in New York City, one strong body at a time.
Check out our work for Pilates for Performers here.