1 Kent Lane
Melbourne VIC 3181

145 East 74th Street #PHC
New York NY 10021

Pilates Itself


The name, ITSE [ˈit-s̠e̞], is the direct Finnish-English translation of ‘oneself’/’itself’, deemed to be the part of the soul uniting your consciousness and sense of self.  Itse is a customised series of online Pilates classes designed to empower your health and wellbeing goals, helping their users to find their itse through the beauty of Pilates. Honouring the fundamental principles of Pilates – Breath, Concentration, Control, Precision, Centre and Flow – ITSE holds space for your mindful movement and purposeful self-care. 

SML worked closely with Itse’s founder to create the new brand and versatile website and library of online Pilates classes, curated for all experience levels, goals, and lifestyles. It was important for the brand and online experience to reflect the calm and quiet control of ITSE practice, a quiet escape from the everyday. The philosophy behind the lilac colour palette is balance and peace, symbolising kindness, serenity, tranquility and inspiration.


Itse wanted to embark on a shift in their business from limited studio work with individuals to creating a brand and website of online pilates classes that could reach a broader community.
The technology for the site was challenging in finding the right fit for Itse’s needs with the breadth to handle the scope and quality of hundreds of hours of bespoke video content that needed to work seamlessly across various devices. There is also a pivot in the market where various competitors are springing up as a result of covid.


Itse has the expertise and experience to bring a fresh and inspiring vision for every body type regardless of capability and we designed the brand and website to reflect that. This new community is an online subscription-based library of classes that are: easy to access, inspire new memberships, retain current memberships, and offer hundreds of hours of classes that are easy to follow. The brand is crafted with relaxed softness and movement relating to the pilates philosophy and the website is designed to have an easy flow of information with a series of shapes enhancing the images with movement. Itse is accessible, affordable, and time-saving for a busy lifestyle.

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