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Made as: Kankei Studio

House of Her

A complete brand identity and art direction system for House of Her, a premium boutique fitness studio in London, developed alongside a personal brand for the founder, Sofia Reyes.

Role

Brand Designer

Project Scope

A full brand overhaul and art direction project covering every touchpoint of the House of Her world.

  • Full brand identity - logo, colour system, typography, brand guidelines
  • Spatial art direction - interior design direction, studio environment
  • Membership and touchpoint design - cards, welcome pack, studio signage
  • Clothing and merch direction - studio kit, branded apparel
  • Social media direction - content pillars, grid aesthetic, mock posts
  • Photography and art direction - environment, bodies in motion, community portraits
Design Intent

Rooting the brand in the earth using warm terracotta, raw materials, and natural textures. The logo features connected letterforms that echo the curves of the female form in motion and the bond between women, body, and space.

Three models in matching terracotta activewear, one leaning on a large exercise ball
House of Her brand moodboard collage including a colour swatch, a woman lying on a yoga mat, a yoga pose, and a Pilates studio interior
House of Her logo showcase, the wordmark on terracotta, the abbreviated "her" mark on dark brown, and a yoga pose icon

Rooting the brand in the earth using warm terracotta, raw materials, and natural textures. The logo features connected letterforms that echo the curves of the female form in motion and the bond between women, body, and space.

Split image of a woman folding forward in activewear, and a close-up of crossed legs and feet

(About)

Founded and run by Sofia Reyes, House of Her is a London-based, women-only boutique Pilates studio built around a simple idea: this space belongs entirely to her. More than just a place to work out, it’s a space to reset, reconnect, and show up for yourself.

House of Her combines reformer-based pilates with a strong community identity, creating an environment where women feel ownership over the space and each other. It sits at the premium end of the boutique fitness market - rooted in community rather than pure luxury.

Mockup of the House of Her Pilates studio storefront with signage and opening hours in the window
Woman seated on the floor in a rust-brown House of Her outfit in a sunlit studio

Sofia moves with a quiet, certain confidence. She built House of Her because she knew women deserved a studio that asked nothing of them except to show up. No performance, no exposure, no compromise, just movement, community, and a space that feels like it was made with you in mind. Because it was.

Embossed House of Her business cards in terracotta and cream
Three women practising aerial yoga in fabric hammocks, wearing House of Her activewear
Split image of a woman lying on a yoga mat, and three women sitting together, all in House of Her activewear
Three House of Her Instagram Story ad mockups showing a class schedule, a branded cap, and spa towels
Woman in rust-brown activewear performing a Pilates backbend stretch

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Close-up of a woman drinking a green smoothie from a Diner Free From branded jar (next project link)