Spiral & Line Movement: Identity, Website and Booking
Eric Kerr
Candace’s movement practice was built on long-standing client relationships, with individual arrangements she wanted to preserve. But booking by text and email meant she handled every appointment herself.
I developed the identity, the website, and the booking and payment workflows around a practical challenge: make the day-to-day easier for Candace and give clients a clear, consistent way to book and pay, while keeping the flexibility that made her practice personal.
Client: Candace N. Walters, Spiral & Line Movement, LLC
Industry: Health and Wellness
Location: Raleigh, North Carolina
Engagement: Established August 2025; on-going support
My role: Identity design, website design and copy, scheduling and payment setup, documentation and training
Tools: Midjourney, Canva, Hostinger mail and website builder, Acuity Scheduling, Stripe, Google Docs
The homepage hero section: the new identity, Candace in her studio, and booking one click away.
Overview: one practice, three layers to connect
Candace N. Walters teaches Pilates and GYROTONIC® exercise from a private studio in Raleigh, seeing clients in person and virtually over Zoom.
As her business grew, so did its operational complexity. The identity, client-facing website and scheduling system needed to work together, from a client’s first impression through booking and payment.
The central challenge
Three factors shaped the work:
Manual administration: Moving to online booking meant changing familiar routines for Candace and her clients.
Individual arrangements: The system needed to accommodate special and legacy rates alongside published standard fees, with clear booking options for each client.
Platform limits: Her existing scheduling plan required an upgrade to support the package and pricing changes she needed.
Visual explorations: shells, flowing lines, organic geometry.
Brand: from the studio's name to its mark
The visual exploration began with the origin of the business name.
The "Spiral" refers to GYROTONIC® exercise, which utilizes continuous, circular, spiraling, and wave-like motions coordinated with breath to mobilize joints, decompress the spine, and build organic range of motion.
The "Line" refers to Pilates, which emphasizes linear movements, structural grounding, and stability.
From our initial discovery sessions, core requirements were established:
Constraint: Candace's teaching is attentive and adaptable, so the identity had to balance precision with warmth.
Concept: Her love of the ocean and architectural design drew me to natural architecture: seashells and organic geometry.
Approach: I used Midjourney to explore shells, blueprints and figures in motion. The concept took shape through her feedback and successive rounds of iteration.
Benefit: The approved identity pairs a clean, light wordmark with various intricate spiral linework to add texture and depth. It brings the two ideas in the name into one visual language, carried across the website and booking experience.
One wordmark in dark and light versions, with and without Candace's name. Line-art versions appear in headers and on the booking page; text-only versions are for use without the artwork. Fonts: Glacial Indifference, Alta
The palette spans Candace's favorite colors: pale surfaces for layout, plum for weight, sage for repeat actions, apricot for invitations.
Website: one visual system, website to booking
Messaging: New copy for About, Services, Bio, Benefits and FAQs, approved by Candace in February 2026.
Navigation: Booking built into the homepage, with separate paths for new and returning clients.
Trademark: Site copy reviewed and approved for GYROTONIC® trademark use in March 2026.
Privacy: The home studio's address kept off the public listing.
The footer repeats the three booking paths for established clients: schedule, purchase or redeem.
The free 15-minute Discovery Call: the way in for new clients.
Session options on phone: in-person and virtual.
Spiral artwork made for the studio. Versions of it sit behind the session options and other sections of the site.
Workflow
Booking and business operations: three decisions behind a simple booking page
1. Pricing that stays private
Constraint: Established clients' rates couldn't appear on a public price list.
Decision: Standard rates are public. Special and legacy rates sit in hidden packages, and Candace sends each client a direct link once their rate is confirmed.
Benefit: Each client books and pays at their own rate through the same booking page, and the public page shows only standard prices.
2. Two ways in
Constraint: Newcomers and long-time clients need very different first steps.
Decision: New clients start with the free Discovery Call and a new-client intro package. Established clients schedule, buy or redeem directly.
Benefit: Each group sees a first step that fits where they are.
3. Package setup and management workflows
Constraint: Her previous plan blocked package and price changes.
Decision: Acuity was upgraded to the plan that supports packages, each package was added to the shop, and the wording was approved with Candace (September 2026).
Benefit: Packages can be bought and redeemed through the booking page.
Two ways in, taken from the live site and booking page. Booking is embedded in the homepage, with separate prompts for new and returning clients.
Acuity chosen after comparing nine scheduling platforms against her requirements
Acuity synced with her iCal calendar and with Zoom
Stripe connected and tested end to end
Results and handover: what changed
Before: Clients booked by text or email, and Candace entered each booking herself. After: Clients book through the website and the booking page.
Before: Special rates couldn't be shown publicly. After: Clients with special rates get a private package link; the public page shows standard prices.
Before: Her plan blocked package and price changes. After: Packages can be bought and redeemed through the booking page.
Before: Day-to-day procedures had to be remembered. After: A central hub of reference documents for booking, packages and payments.
Also delivered
Brand guide (approved)
New-client intake form and policies (approved)
Email moved to the studio's own domain (Mar–Apr 2026)
Contacts consolidated from Mailchimp and Google (Apr 2026)
Status: Website live. Booking and payments tested end to end. Intake form and brand guide approved by the client.
"He is a great listener, thinker and artist, and will push you to consider how to represent the best you, as well as your business, through both word and image." — Candace N. Walters, Owner, Spiral & Line Movement (LinkedIn, January 2026)
GYROTONIC is a registered trademark of Gyrotonic Sales Corp.
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Posted Nov 5, 2026
I developed the identity, website and scheduling workflow for an established Pilates studio in Raleigh, NC, connecting the brand with how clients book and pay.
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