The Well is a prime example of a business using — and evolving — its branding to build trust and recognition over time.

Clarified helped The Well open its first location, a Memorial-area pilates studio, in 2025. The tagline “Bring your best self to the surface” leaned into the metaphor of a water well, and also communicated the business’s commitment to overall health. 

After a year, the owners planned an expansion with a new and broader-format studio, and Clarified rolled out The Well’s new suite of logos, augmented color palette, athletic-inspired motifs, and additional typography.