The Business
The Reformery is a boutique Pilates studio in the heart of Wānaka, founded on the belief that every body moves differently. The studio focuses on helping people feel stronger, more connected and more confident through movement, creating a welcoming space for clients of all ages and abilities.
The Problem
As a newly established business, The Reformery needed an identity that reflected its inclusive philosophy while standing apart in Wānaka's growing wellness community. The brand needed to feel contemporary, approachable and expressive without relying on the visual clichés often associated with Pilates.
The Solution
The identity centres on a wordmark crafted from two typefaces, reflecting the idea that no two bodies are the same. A simple logomark of three abstract forms comes together to suggest the silhouette of a person, symbolising wholeness, movement and the strong foundation that Pilates provides. The result is a flexible identity that feels calm, confident and distinctly human.
What I would do differently
I'd refine the art direction by introducing photography that better captures both the atmosphere and the studio itself. I'd also revisit the cream palette, opting for a cleaner tone that feels fresher and more aligned with the brand.Credit
Created at White Light Studio
Responsibilities
Project lead
Creative direction
Brand roll-out
Project scope
Naming
Concepts and idea generation
Brand identity and guidelines
Print collateral
Signage
Print management