Custom Typographic Monogram for AY Activewear

AY is a Pilates studio and activewear brand founded by Alice Younder, built around the idea that strength and softness can coexist.

The challenge was to transform two simple initials into a distinctive monogram that felt both confident and approachable while reflecting the mindful nature of the brand.

The resulting mark is built from bold, modular forms that communicate strength, stability, and presence. Soft curves and fluid cutaways introduce a sense of movement and balance, echoing the controlled, intentional motions found in Pilates practice. The interplay between sharp structure and gentle transitions captures the duality at the heart of the brand, being strong without rigidity, and soft without losing confidence.

The final monogram creates a memorable visual signature that feels modern, and expressive while providing a flexible foundation for both the studio experience and the activewear collection.

This is a fictional brand concept created to explore how a minimalist monogram can communicate movement, balance, and brand personality through form alone.