Say hello to Flow Spin, a cycling studio located outside of St. Louis, MO. FLOW exists to create a healthy escape from the daily grind of life through the support of like-minded women.
We worked with Christal + Bree, the co-owners, to create a brand for the new studio, along with a website and print assets.
Where we started
Before we ever get to designing a brand, we focus on the foundations of a business. Who are you? Who do you serve? What problem do you solve for them?
Christal + Bree were already the owners of Iron Orchid when the opportunity for them to get a sister space opened up.
When we first began chatting, we had to decide who Flow was going to be in comparison to the sister studio, Iron Orchid. Did Iron Orchid even have a sibling, was it a twin, or a new brand with their own personality?
After talking through the long-term goals of both Flow and Iron Orchid, we all knew that Flow needed a brand of its own. While there is overlap, the clients for the two are different.
What we did
We worked to create a brand with roots from Iron Orchid, but a personality all its own.
Flow is speaking to women who have two big goals — to feel good and to have fun. But, they also don’t mind getting a little sweaty in the process. She’s chosen cycling because she wants to be surround by others who motivate her to push further. She doesn’t really enjoy working out alone and loves the accountability of a group.
Visually, our goal was to create a brand that was friendly, fun, bold and empowering
To bring these vibes to life, we started with a handwritten logo. We knew that we wanted to show some sort of movement here, and decided that a feee-flowing script was the perfect way to do that while keeping a friendly + fun feel.
The Flow woman is living a pretty busy life and looking for a feel good escape when she cycles. We wanted to create a brand that didn't add any more chaos to life. Brand assets — like the website are bold but simple + clean with a no fuss attitue.
The finished product
What do you think?
*This post was written on 2.21.17. Websites are constantly evolving and may look different now than when originally launched.