A self-initiated brand and web design project for a luxury pilates and yoga studio.

Goal
To design a compelling, conversion-focused website for Yogaloom Pilates, a boutique wellness studio based in Muswell Hill, London. The aim was to translate the studio's identity - earthy luxury, soulful movement, and intimate class sizes - into a digital experience that feels as elevated as the brand itself.

My Role
Concept, visual direction, and UI/UX design. I was responsible for the overall aesthetic language, layout hierarchy, typographic choices, and the end-to-end user experience - from hero messaging to booking flow.

For development, I directed AI-assisted coding to bring the design to life - specifying layout behaviour, interactions, and visual output at each stage, then iterating until the build matched the design intent. The site was deployed via Netlify.

The Design Decisions
Earthy luxury palette to anchor brand warmth: The colour direction leans into warm neutrals and muted tones - deliberately avoiding the clinical whites typical of wellness brands. This keeps the site feeling grounded and intimate, consistent with Yogaloom's positioning around soulful, personal practice rather than high-performance fitness.

Editorial typography to elevate perceived value: Mixed type sizing - with oversized display headlines breaking mid-phrase across lines - creates an editorial rhythm that signals premium quality. This typographic pacing slows the scroll intentionally, giving the brand voice and room to breathe rather than rushing the user toward conversion.

Content hierarchy designed around trust-building: The page sequences philosophy → offerings → social proof, rather than leading with a hard sell. Testimonials surface towards the end and prominently, reflecting the studio's word-of-mouth, community-first nature - and reducing friction for a first-time visitor making a considered purchase decision.

Tools Used
Adobe Photoshop
VS Code
AI-assisted development tools
HTML/CSS

Final Output
A fully live, responsive website that captures Yogaloom's positioning as a premium wellness space. The site features brand-led copywriting, a testimonial carousel, class listings, an enquiry modal, and a warm, editorial visual language rooted in movement and minimalism.

→ Live site: yogaloom.netlify.app