INDUSTRY:
Health and Wellness
AGENCY:
SML DESIGN
YEAR:
2021
EXPERIENCE:
Branding & Identity - UI / UX Design - Web Development
Itse
about.
The name, ITSE [ˈit-s̠e̞], is the direct Finnish-English translation of ‘oneself’/’itself’, deemed to be the part of the soul uniting your consciousness and sense of self. Itse is a customised series of online Pilates classes designed to empower your health and wellbeing goals, helping their users to find their itse through the beauty of Pilates. Honouring the fundamental principles of Pilates – Breath, Concentration, Control, Precision, Centre and Flow – ITSE holds space for your mindful movement and purposeful self-care.
challenge.
Itse needed to translate a profound philosophy into a tangible brand and digital experience. The challenge was to build an identity from the ground up that would resonate with women seeking gentle, self-paced exercise. We needed a logo and visual language that felt inherently warm and supportive, followed by a website that could seamlessly deliver video content without losing that personal, intimate connection.
result.
I delivered a comprehensive design solution, starting with the logo and brand identity. I developed a visual system using soft purples, rounded typography, and warm imagery to evoke a sense of calm. Carrying this identity into the digital space, I designed and developed the website to be a seamless extension of the brand. This included custom-styling the video player and subscription interface to ensure every touchpoint felt soft, welcoming, and purely "Itse."
