Amica
Custom brand identity
Amica Studio started the way the best things do, with a question. What kind of place do you want this to be? What does it feel like to walk in? Who is there, and why do they keep coming back?
Alessia knew she wanted to build something different. Not another pilates studio chasing trends, not a space that felt intimidating or performative. Something more like a third place — the one between home and work where you actually want to be. Where you're pushed, yes, but held at the same time.
Before I could offer a name, we had to understand what we were naming. So we spent time unpacking the philosophy, the values, the personality. We talked about what Amica would be like at a dinner table, how she'd speak, what she'd order, whether she'd make you laugh before she made you work.
And once we understood who she was, the name arrived naturally. Amica — friend in Italian. A nod to Alessia's roots, and exactly the right word for a studio built on the belief that the best kind of support feels like someone who genuinely knows you.
A name means nothing without the strategy behind it.
Three moodboard directions. Hours of conversation. And slowly, a visual identity emerged that could carry all of it — the warmth, the structure, the quiet confidence of a place that takes movement seriously without taking itself too seriously.
Amica clay. Limestone. Graphite. Typography that feels considered and calm. A brand that looks exactly like what it is: somewhere you'd actually want to belong.
Then we translated all of it into something you could see.
From the very beginning, she brought such a thoughtful and strategic approach to the process. She asked all the right questions and really helped me get clear on what I wanted my brand to represent. The final deliverables exceeded my expectations. The vision board captured my aesthetic so perfectly, and the logo felt completely aligned with my brand. It honestly felt like she translated everything I had in my head into something tangible and elevated.
Ana is extremely knowledgeable, patient, and intentional in her work.I would highly recommend working with her to anyone looking to elevate their business.
"I felt supported and understood every step of the way, and I walked away with so much clarity and confidence in my brand."
Alessia, Amica
