Base Studio
BASE TRAINING STUDIO
Brand identity and rollout
Building a bold training brand from the ground up.
BASE needed an identity with presence from the moment it opened: something confident, distinctive and built to work just as hard in the physical space, as it did online.
THE CHALLENGE
After ten years operating within a larger franchise system, BASE Studio was ready to step out independently.
For the first time, the team was building something entirely their own: a training studio grounded in community, strength and consistency. They needed a brand identity that felt established from day one while remaining welcoming to the community they had already built.
It also needed to adapt easily across everything from large-scale signage and apparel to social profiles, towels, keyrings and studio equipment.
THE APPROACH
Early conversations kept returning to the same principle: building from a strong base.
We developed a bold, high-contrast identity rooted in collegiate typography, then refined it with a contemporary edge.
A flexible logo suite (including a strong standalone “B” mark), gave the brand different levels of expression across large and small applications. Black and white created a grounded foundation, while hot pink brought energy, visibility and a distinctive point of difference.
Star elements and supporting graphics extended the identity beyond the logo, creating a visual system that could adapt across different formats while remaining unmistakably BASE.
A Brand Built for the Real World
The identity was developed as a practical system rather than a collection of isolated assets.
It has now been brought to life across the studio and beyond, including building signage, T-shirts, towels, keyrings, yoga mats, vehicle decals, merchandise and social media.
Each application strengthens the same clear and consistent brand presence.
THE RESULT
The final identity gives BASE Studio a brand that feels strong, confident and immediately recognisable.
It honours the experience and community already behind the business, while giving it a clear, confident foundation to grow as an independent studio.
Simple. Strong. Built from the base up.
Services
STUDIO arq applications helping the brand show up clearly and confidently:
Brand positioning
Creative direction
Logo suite
Colour and typography system
Supporting brand elements
Brand guidelines
