The Pilates Club

The Pilates Club wins clients through atmosphere: small groups, certified instructors and close attention to each person. A list of machines and features would never sell that. The site had to feel premium through restraint, without any boasting, and it had to put the class schedule within reach the moment a visitor decided to try a session. Booking needed to be simple on every device, and the whole site had to work in both Bulgarian and English.

Colours were taken from the studio's interior: warm neutrals, a pale blush and a fine serif typeface for headings. Every block has room to breathe. We let photographs of real classes do the persuading, and introduced each instructor by name with a portrait, since clients of a small studio often choose the teacher first.

To make booking a single decision, we put classes and prices together as cards on one page. Choosing a class and booking it happen in the same place. The booking button is fixed in the header at every screen size, from phone to wide desktop, so it is always within reach. Visitors can choose Bulgarian or English on any page, and we tested every layout on phones, tablets and desktops before launch.