Creative direction project for Siluet, a brand that sells and rents luxury Pilates reformers. Their primary audience is moms and older women seeking premium, wellness-focused products. The goal was to elevate the brand’s visual identity to feel high-end, soft, and aspirational while staying approachable on social media.

I created a concise brand book for Siluet that defines the brand’s strategy, audience, and product positioning, with a focus on premium wellness for moms and older women. It includes the core message, key insights, logo and symbol usage guidelines, color palette, typography, and visual principles to ensure a high-end yet approachable identity across all touchpoints.

I developed six visual content pillars aligned with the brand’s values and lifestyle positioning, supported by extensive visual research and references. These pillars form a scalable foundation for the website, mobile app, and social media, and were expanded through AI-assisted image generation to explore and produce new, cohesive brand visuals.

I developed the full branding system, including fonts, color palette, visual style, and content pillars tailored for Instagram. For this audience and product, I selected a natural color palette and organic textures to evoke a sense of reconnection to the body through movement and through nature.

I also produced all social media assets: the curated IG grid based on selected references, an updated bio, refined highlight covers, and a cleaned, more polished logo. The visual direction blends AI-generated imagery with realistic lifestyle shots and close-up details, creating a cohesive and elegant look that aligns with the brand’s premium positioning.

I also designed UX/UI of the Siluet mobile app, shaping a calm, premium experience that supports guided Pilates practice, progress tracking, and community connection, reinforcing the brand’s philosophy of intentional daily movement.