Balance Yoga Barre:
A multi-year strategic relationship
From beloved local studio to scalable wellness brand
My work with Balance Yoga Barre (“BYB”), wasn't a single project, it was an evolving partnership that spanned nearly three years and touched every aspect of their brand, digital presence, and market positioning. What started as a logo redesign in 2023 became a comprehensive transformation that helped a beloved local studio not just survive a national competitor‘s market entry, but position itself as the acquisition target.
Balance Yoga Barre:
A multi-year strategic relationship
From beloved local studio to scalable wellness brand
My work with Balance Yoga Barre ("BYB"), wasn't a single project, it was an evolving partnership that spanned nearly three years and touched every aspect of their brand, digital presence, and market positioning.
The outcome
In February 2026, a national fitness franchise acquired Balance Yoga Barre instead of competing with it — just 9 months after announcing its own move into the Tulsa market. Three years of strategic design turned a beloved local studio into the one worth buying.
“Brooke is rare because she combines brand strategist, designer, and technical implementer in one person. Many businesses require 3 different people to manage these domains.”
Chris Province, Owner, Balance Yoga Barre
Brand & visual identity
Digital ecosystems
Competitive transformation
Brand & visual identity
Digital ecosystems
Competitive transformation
Brand & visual identity
Digital
ecosystems
Competitive transformation
Brand & visual identity
Building a visual system that could scale with ambition
When I began working with Balance Yoga Barre in late summer 2023, they had something precious: a deeply loyal community who loved their classes and instructors. But the visual identity couldn't carry that energy beyond the studio walls. The logo felt homegrown, the brand materials were inconsistent, and there was no cohesive visual language that could work across the growing number of touchpoints a modern wellness brand requires.
The owner had expansion plans. BYB had already begun exploring multi-location growth, and the brand needed to evolve from “beloved neighborhood studio” to “scalable wellness company” without losing the warmth and approachability that made people fall in love with it in the first place.
Brand & visual identity
Building a visual system that could scale with ambition
When I began working with Balance Yoga Barre in late summer 2023, they had something precious: a deeply loyal community who loved their classes and instructors. But the visual identity couldn’t carry that energy beyond the studio walls. The logo felt homegrown, the brand materials were inconsistent, and there was no cohesive visual language that could work across the growing number of touchpoints a modern wellness brand requires.
The owner had expansion plans. BYB had already begun exploring multi-location growth, and the brand needed to evolve from “beloved neighborhood studio” to “scalable wellness company” without losing the warmth and approachability that made people fall in love with it in the first place.
Creating the anchor
We started with the logo itself. The goal was something that felt both established and energetic, welcoming but not exclusionary, premium but not pretentious. The solution: a circular mark in deep emerald and gold that borrowed visual authority from heritage fitness brands while the hand-drawn quality of the letterforms kept it approachable.
Building the visual language
A logo is just a mark until it becomes a system. We built comprehensive brand guidelines covering every touchpoint: typography that felt confident but not cold, photography direction that captured real bodies doing real work, and graphic elements that could flex from digital to print without losing their impact.
Creating the anchor
We started with the logo itself. The goal was something that felt both established and energetic, welcoming but not exclusionary, premium but not pretentious. The solution: a circular mark in deep emerald and gold that borrowed visual authority from heritage fitness brands while the hand-drawn quality of the letterforms kept it approachable.
Building the visual language
A logo is just a mark until it becomes a system. We built comprehensive brand guidelines covering every touchpoint: typography that felt confident but not cold, photography direction that captured real bodies doing real work, and graphic elements that could flex from digital to print without losing their impact.
Creating the anchor
We started with the logo itself. The goal was something that felt both established and energetic, welcoming but not exclusionary, premium but not pretentious. The solution: a circular mark in deep emerald and gold that borrowed visual authority from heritage fitness brands while the hand-drawn quality of the letterforms kept it approachable.
The color palette told its own story. That deep green signaled premium wellness, growth, natural energy. The gold added warmth and aspiration without feeling out of reach. Together, they created a foundation that could work across everything from Instagram posts to physical studio signage to retail merchandise across multiple locations.
Building the visual language
A logo is just a mark until it becomes a system. We built comprehensive brand guidelines covering every touchpoint: typography that felt confident but not cold, photography direction that captured real bodies doing real work, and graphic elements that could flex from digital to print without losing their impact.
The most valuable piece was the custom illustration library I created specifically for BYB. The figures built to capture the actual movements and energy of barre, yoga, and strength training. Warm, accessible, and unmistakably theirs. Assets no national chain could replicate.
The positioning strategy was just as critical. BYB needed to own a specific space: community-driven premium wellness. Not the cheapest option, not the fanciest gym. It was the place where the people mattered as much as the workout.
Creating the anchor
We started with the logo itself. The goal was something that felt both established and energetic, welcoming but not exclusionary, premium but not pretentious. The solution: a circular mark in deep emerald and gold that borrowed visual authority from heritage fitness brands while the hand-drawn quality of the letterforms kept it approachable.
Building the visual language
A logo is just a mark until it becomes a system. We built comprehensive brand guidelines covering every touchpoint: typography that felt confident but not cold, photography direction that captured real bodies doing real work, and graphic elements that could flex from digital to print without losing their impact.
The most valuable piece was the custom illustration library I created specifically for BYB. The figures built to capture the actual movements and energy of barre, yoga, and strength training. Warm, accessible, and unmistakably theirs. Assets no national chain could replicate.
The positioning strategy was just as critical. BYB needed to own a specific space: community-driven premium wellness. Not the cheapest option, not the fanciest gym. It was the place where the people mattered as much as the workout.
Why it mattered
As Chris Province puts it: “BYB moved from a position of local studio to scalable wellness company. The visual identity suddenly matched the quality of the in-studio experience.”
This wasn’t cosmetic. The brand foundation established BYB as more than a fitness studio. It became a lifestyle brand with clear values, visual authority, and the systematic thinking required for growth.
Without it, nothing that followed would have worked. Not the website. Not the competitive response. Not the acquisition. Everything depended on getting this part right.
What we built
Complete logo redesign and brand identity system
Visual standards for typography, color, photography, and graphic elements
Custom illustration library for marketing and studio applications
Positioning strategy differentiating BYB from boutique competitors and national chains
Studio signage and environmental graphics
Digital ecosystems
Creating infrastructure that converts
With multi-location expansion on the horizon, we needed to build a complete digital ecosystem where every touchpoint worked together, moving someone from “I’m curious about barre classes” to “I’m a committed member who brings friends”.
Building the website
The website design and build became the foundation for everything else. We designed it around the actual customer journey: discovery, trial offer, membership conversion. Every page had a clear job. The homepage established credibility and energy. Class descriptions were informative without being overwhelming. Instructor bios made you feel like you already knew them before walking in.
Building the website
The website design and build became the foundation for everything else. We designed it around the actual customer journey: discovery, trial offer, membership conversion. Every page had a clear job. The homepage established credibility and energy. Class descriptions were informative without being overwhelming. Instructor bios made you feel like you already knew them before walking in.
Integration with MindBody meant people could browse the schedule, book a trial class, and create an account without leaving the site. Mobile optimization wasn't an afterthought. Most people were discovering BYB on their phones during lunch breaks or late at night when they were finally thinking about self-care.
Building the website
The website design and build became the foundation for everything else. We designed it around the actual customer journey: discovery, trial offer, membership conversion. Every page had a clear job. The homepage established credibility and energy. Class descriptions were informative without being overwhelming. Instructor bios made you feel like you already knew them before walking in.
Building the website
The website design and build became the foundation for everything else. We designed it around the actual customer journey: discovery, trial offer, membership conversion. Every page had a clear job. The homepage established credibility and energy. Class descriptions were informative without being overwhelming. Instructor bios made you feel like you already knew them before walking in.
Integration with MindBody meant people could browse the schedule, book a trial class, and create an account without leaving the site. Mobile optimization wasn't an afterthought. Most people were discovering BYB on their phones during lunch breaks or late at night when they were finally thinking about self-care.
Managing the technical infrastructure
Beyond designing the website, I took over MindBody system management and became the go-to person when anything went wrong with the platform. This wasn't just about making things look good. It was about making sure the technical infrastructure actually worked.
The technical work matters because it's invisible when it works and catastrophic when it doesn't. Keeping the digital infrastructure running smoothly meant members had a friction-free experience from first click to hundredth class.
Managing the technical infrastructure
Beyond designing the website, I took over MindBody system management and became the go-to person when anything went wrong with the platform. This wasn't just about making things look good. It was about making sure the technical infrastructure actually worked.
The technical work matters because it's invisible when it works and catastrophic when it doesn't. Keeping the digital infrastructure running smoothly meant members had a friction-free experience from first click to hundredth class.
Building ongoing engagement
While the studio managers handled day-to-day social media posting, I created the branded content assets they needed. Event graphics, challenge announcements, promotional campaigns, seasonal content. Everything was designed to maintain brand consistency across channels while giving each manager the flexibility to post in their own voice.
These pieces, website, MindBody, branded social assets, email, worked together as a cohesive system. Someone might discover BYB on Instagram, check out the website on their phone, book a trial class through MindBody, and receive a welcome email sequence that made them feel like they were already part of the community before they ever walked through the door.
Building ongoing engagement
While the studio managers handled day-to-day social media posting, I created the branded content assets they needed. Event graphics, challenge announcements, promotional campaigns, seasonal content. Everything was designed to maintain brand consistency across channels while giving each manager the flexibility to post in their own voice.
Email marketing became more than announcements. We built campaigns that created accountability, celebrated milestones, introduced challenges, and reminded people why they joined in the first place. The goal wasn't just to fill classes, it was to keep members engaged and coming back.
Why it mattered
“The customer journey became clearer: discovery → trial → membership. Brooke helped make that path obvious and friction-light.”
Chris Province, Owner,
Balance Yoga Barre
The digital ecosystem stopped being a collection of disconnected tools and became an integrated system that worked as hard as the in-studio experience. This wasn't about having a pretty website or active social media, it was about building infrastructure that made it easy for the right people to find BYB, try a class, and become part of the community.
What we built
Website design, development, and ongoing management
MindBody system administration, optimization, and technical troubleshooting
Branded content creation for social media campaigns and events
Email marketing campaigns for retention and management
Complete digital ecosystem connecting all touchpoints into a cohesive member journey
Competitive transformation & acquisition
From existential threat to acquisition target
When a national competitor announced plans to enter the Tulsa market, it could have been an existential threat to a local independent studio. Instead, it became the catalyst for a transformation that positioned BYB as the premium, established choice, and ultimately led to acquisition.
The competitive landscape shifts
The competitor wasn’t just opening a Tulsa location, they were building a boutique fitness empire across secondary markets, backed by significant capital and national marketing infrastructure.
The transformation
Click on an icon below to jump to the type of transformation: physical, video/photography, website, data strategy.
The transformation
Click on an icon below to jump to the type of transformation: physical, video/photography, website, data strategy.
THE RESULTS:
317%
Recurring revenue growth
Recurring revenue grew 317% over the rebrand period.
75%
membership growth
More than 75% membership growth during the transformation period.
137%
client retention
Year-over-year client retention reached 137%.
104 → 226
autopay members
Autopay memberships more than doubled, from 104 to 226.
The physical transformation
Beyond digital and brand work, I led the complete physical studio transformation. I designed the refreshed interiors, coordinated contractors and paint crews, and sourced new equipment, all while ensuring nothing interrupted the class schedule. This included me designing bespoke storage for all equipment to bring our brand style to the interior, as well as new artwork for the walls (extremely large canvas prints in black & white photos from the photo shoot, with Michelle Bennett, mentioned below).
The physical transformation
Beyond digital and brand work, I led the complete physical studio transformation. I designed the refreshed interiors, coordinated contractors and paint crews, and sourced new equipment, all while ensuring nothing interrupted the class schedule. This included me designing bespoke storage for all equipment to bring our brand style to the interior, as well as new artwork for the walls (extremely large canvas prints in black & white photos from the photo shoot, with Michelle Bennett, mentioned below).
Studio rebuilding in progress
When the new competitor opened their Tulsa location in fall 2025, BYB didn't look like a scrappy local competitor. We looked like the established, premium choice.
New Artwork for the studio
The studio needed to match the professionalism of the website, the sophistication of the digital systems, and the credibility of the marketing materials. When the new competitor opened their Tulsa location in fall 2025, BYB didn't look like a scrappy local competitor. We looked like the established, premium choice.
Videos shot for each discipline and for the hero on the website.
Professional video & photography
I coordinated and art directed a complete video production (D2 Branding) and photo shoot (Michelle Bennett Photo) to capture the elevated studio experience. Not just workout photos, but brand storytelling that showed what made BYB different: the community, the instructors, the experience that national chain's corporate playbook couldn't replicate.
Photo shoot
Video shoot
Hero video shoot
Website rebuild
The original website had served us well, but we needed to position BYB as the premium, established choice in the market. I rebuilt the site with sharper messaging, elevated visuals, and strategic positioning that made it clear: we weren't the newcomer the competition was.
Data-driven strategy
That data-driven approach informed every decision during the competitive period. Which classes to promote. When to run challenges. How to optimize the schedule. Where members were dropping off and how to re-engage them.The result: more than 75% membership growth during the transformation period.
Why it worked
“Brooke helped us transform from a beloved local studio into a brand that looked, operated, and grew like a scalable company. Her blend of design, digital execution, and business acumen made us more competitive in the market and ultimately helped us become the market leader in our category.”
Chris Province, Owner, Balance Yoga Barre
What we built
Strategic website rebuild with competitive repositioning
Professional video production (art direction and coordination)
Complete photo shoot for refreshed visual assets
KPI frameworks and data analysis driving strategic decisions
Email marketing acceleration and retention campaigns
Branded content for social media campaigns supporting growth initiatives
Complete digital and brand ecosystem positioning BYB for acquisition
More Work
