Intro
Reform Pilates is a small but mighty studio in downtown Vancouver that specializes in Classical Pilates. Their one-on-one classes are tailored for clients’ bodies so that range and ease of movement, flexibility, and strength is re-gained or achieved safely.
Services
Brand Identity (partial rebrand)
Website Design
Photography
Problem
The absence of a defined identity and clear direction resulted in confusion regarding the creation of visual assets and targeting the ideal audience. The primary objective behind this website redesign was to streamline the presentation of the studio's programs and products, aiming to engage both potential and existing clients in a more succinct and inviting manner.
Collaborations
Website Development: Mira Dahn
Solution
Internally delving into Reform's audience's pain points, my focus was on encapsulating mental, physical, and emotional vulnerability while highlighting the journey of overcoming obstacles. Drawing inspiration from elements that resonated with the owner—like black and white photography, historical figures, and specific colors—proved instrumental in shaping the final product.
Conducting an in-depth analysis of the original brand, I crafted a positioning document and fortified internal brand attributes. Character building exercises were instrumental in shaping the visual identity, serving as a guiding force. This refreshed identity laid the groundwork for a website redesign and a concise brand strategy document, showcasing the brand's applicability for the owner's vision. Although the logo remained unchanged, I meticulously selected a font that harmonized with the existing logo, ensuring ease of implementation on the new website while aligning with the updated brand personality.
Color selection was deliberate, intending to mirror the brand's journey from a darker place towards warmth and positivity. Photography played a pivotal role in infusing life into the project. In the capacity of Art Director and Photographer, I orchestrated multiple photoshoots to authentically capture the individuals behind Reform, illuminating the essence of Classical Pilates.
