Mindset Pilates —
movement, designed.
A warm, editorial brand site for a premium pilates studio in Sofia. Class schedules, instructor profiles, and online booking — built for a brand that already had a strong visual identity and needed a site that could carry it.
The brief.
Mindset Pilates is a premium studio in Sofia with a considered aesthetic — natural materials, editorial photography, a clear point of view. The challenge wasn't branding. It was translating that brand into a site that could also handle the operational reality of running a studio: schedules that change weekly, instructors who come and go, and clients who need to book without friction.
The brief called for an editorial feel without sacrificing usability. Beautiful images and thoughtful typography, yes — but the schedule had to be readable on a phone at 7am, and booking had to complete in under a minute.
Constraints
- Instagram-adjacent aesthetics — the studio had a strong visual library; the site needed to present it well without overdesigning.
- Booking integration — existing booking system required API integration, not replacement.
- Instructor profiles — a structured, manageable section that the studio could update as the team changes.
- Mobile-first — the majority of the audience books from their phones; desktop is secondary.
Our approach.
We treated the site as an editorial object first and a booking tool second. The homepage sets tone — large imagery, restrained typography, negative space. The path to booking is always visible, but it doesn't compete with the brand.
Instructor profiles are a custom post type, fully manageable from the CMS. Each instructor has a photo, bio, specialisms, and a link directly to their class schedule. The schedule widget is embedded from the studio's existing booking provider — no data migration required, no double-entry.
What we built.
Custom editorial design system
Typography, spacing, and colour palette designed to carry the studio's visual identity — warm neutrals, editorial type, considered whitespace.
Booking integration
Seamless embed of the studio's existing booking system — no migration, no double-entry, no disruption to the team's existing workflow.
Instructor profile pages
A CMS-managed roster of instructors, each with bio, photo, specialisms, and a link to their class schedule.
Mobile-first schedule browsing
The weekly schedule is the most-used feature on mobile. Layout and interaction designed for small screens and quick decisions.
Results.
The studio launched in 2024. The editorial approach landed well with their audience — the site reflects the same level of care as the in-person experience. Bookings moved from phone calls and Instagram DMs to the online system, giving the studio full visibility of their class occupancy in real time.
The stack.
- WordPress with custom post types for instructors, classes, and schedule management
- Custom design — built from scratch, no starter theme; every element matched to the brand system
- Booking API integration — embedded from the studio's existing provider with no data migration