19 / SoulStretch · Yoga & Pilates Studio · 2026
Concept marketing site for SoulStretch, a local yoga and pilates studio: warm editorial typography, a hero that puts the instructor in context, and a membership-first conversion path.
Role
Product designer, concept
Team
Solo concept, self-directed
Duration
One-week concept sprint
Platforms
Web · Responsive
Problem
Most studio sites look like scheduling tools first and brands second.
Yoga and pilates studios often lead with class schedules, pricing tables, and booking widgets. The business need is real, but the first impression can feel transactional before a visitor understands what makes the studio different.
SoulStretch is a concept for a studio that wanted the landing page to feel like walking into the space: calm, human, and instructor-led. The schedule and membership still matter, but they sit behind a clear point of view rather than in front of it.
Process
Lead with the instructor, then make the offer easy to find.
01 · Positioning and register
Anchored on local boutique studios rather than apps: soft neutrals, a serif display headline, rounded UI shapes, and photography that treats the instructor as the center of the experience.
02 · Hero as introduction
Designed a split hero with a large editorial headline and a lifestyle image of a seated practice. A small social-proof card sits on the image with member count and a short video cue, so trust builds before the first scroll.
03 · Membership and discounts
Placed a discount band below the hero as three card-like offers: first-class trial, limited-time membership, and a percentage-off CTA. The goal is to surface conversion without breaking the calm tone.
04 · Type and color system
Set an olive-and-cream palette with dark type for contrast. Display type in a high-contrast serif for headlines, sans-serif for navigation and body, with rounded buttons to keep the interface feeling approachable.
Results
A studio landing page that feels like the space, not just the schedule.
1 hero
instructor-led, with social proof
3 offers
trial, membership, discount
Concept
self-directed, not a shipped site
The deliverable is a marketing landing page concept: an editorial hero with a social-proof card, a studio location strip, and a three-offer discount section that a real SoulStretch site could extend into scheduling, membership signup, and class pages.
On scope: this is a one-week concept, not a shipped build. There is no live booking, no payment flow, and no CMS. It's a point of view on how a local yoga and pilates studio can lead with atmosphere and instructor trust before asking for a signup.
Next case study
Making the trip the focal point
American Airlines · Mobile app