Scout
With 3 boutique Yoga & Pilates studios across Redfern, St Peters and Marrickville in Sydney, Scout is an iconic space in the wellness world.
SCOPE Brand Identity Illustration Social Media
YEAR 2024
INDUSTRY Health & Wellness
At Studio Esens, we had the pleasure of reimagining Scout's brand identity during their exciting expansion. Our goal was to infuse the brand with a playful yet grounding, gender-neutral appeal, capturing Scout’s dynamic spirit. Through a thoughtful redesign, we created a fresh visual identity and integrated it into social media templates, enhancing their online presence and deepening community engagement. The result is a modern, vibrant brand that resonates with both loyal members and new audiences alike.
“Working with Sophie has been an absolute pleasure. We initially brought her on to develop a new social media strategy, and soon after, we enlisted her help with our Scout rebrand. Sophie's strategic approach was thorough, showcasing her deep expertise in leveraging social media to enhance brand presence and engage with clients effectively. Professionally, she’s a creative force, and on a personal level, she's a joy to collaborate with. After having an in-depth discussion about my vision for the rebrand, Sophie delivered a spot-on branding portfolio that I loved. She truly understands the essence of a brand, and I couldn't be more thrilled with the outcome. I’m excited to continue working with her in the future!” - Lucy, Founder of Scout Studios
Logos
At the heart of Scout’s visual identity lies a primary logo with custom connected lettering. We designed it to reflect the grounding yet interconnected feeling that the studio offers. To emphasise this connection, we merged the letters 'OUT' while keeping 'SC' bold and distinct. Their secondary logo embraces simplicity with a more condensed and unique design. The symbol creatively transforms the letters into an abstract, bold shape, embodying an elevated, playful essence.
Bold & Elevated Colour Palette
Fun, Playful & Bold Typography Palette
Illustrations
The illustrations were designed to reflect the dynamic and inclusive experiences within the studio. Lightning bolts represent the 'S' in Scout, symbolising the energy and serotonin boost that follows an amazing Pilates class. A wavy design showcases the slogan "Yoga & Pilates for Everybody," accompanied by playful stickers featuring the Scout logo. Gender-neutral figures with Pilates and Yoga props further enhance the fun, elevating the brand to new heights.
Brand Pattern
Social Media Templates
We translated the branding into dynamic social media templates that exude personality. After developing their social media strategy, we identified key areas to emphasize, such as incorporating bold text, adopting a playful and approachable tone, and maintaining consistency across posts. By weaving together all the branding elements — colours, logo palette, and typography — we established a cohesive and impactful art direction for their social media presence.
Merchandise
Each design element, from the playful illustrations to the refined logo palette, is a true reflection of Scout's core values. These creations go beyond aesthetics, seamlessly aligning with the brand’s commitment to fostering a welcoming and inclusive space for everyone to enjoy.