Reformr

A speculative project showing how visual systems reshape market perception before a customer ever experiences the product.

Most Pilates brands communicate functionality.

One sells classes.
The other sells belonging.

Reformr communicates identity.

Documentation, not advertising.

Person taking a selfie in a steamy shower mirror
Close-up of a person's hands gripping a barbell during weightlifting, wearing a black long-sleeve shirt.
A woman with brown hair tied in a bun, in a black strap top, looking into a mirror with a textured, reflective surface, in a room with warm lighting and brown marble flooring.

01

Humidity

02

Grip

03

Resistance

A woman with dark hair tied in a bun leaning against a wall in a gym locker room.
Hands pressed against a foggy or steamy glass surface.
Interior space with beige tiled walls, metal lockers, a wooden bench with folded black towels, and a person in the background.

04

Recovery

Visual System

05

Release

06

Retain

Identity system

An internal branding document titled 'Reformr,' displaying various specifications for a brand's identity system, including monogram, surfaces, zones, and materials, with detailed descriptions of color, texture, and usage.
Color palette with labels and hex codes for foundation, shadow side, primary ink, credential tier, signage, and directional light, along with descriptions of each color's use and characteristics.

Narrative film

A woman with dark hair in a bun, wearing a black tank top, leaning forward with her eyes closed in a dimly lit locker room or gym
A woman with dark hair in a bun, wearing a black tank top, leaning forward with her eyes closed in a dimly lit locker room or gym

Perception is formed long before a product is experienced.

Every visual decision either increases or decreases perceived value.

Deliverables

  • Brand Design System + visual identity.

  • Core messaging, terminology shifts, and brand positioning direction.

  • Credential systems.
    Access hierarchy.
    Behavioral framing.

  • 10 Days

Your brand doesn't need more content.

It needs a stronger perception.

start your brand sprint →