Reform is a unique and dynamic fitness studio that wants to change the perception of traditional pilates and create body changing experiences. Reform's pilates style is respected as one of the hardest, most challenging forms of exercise. Originating in Mount Maunganui, Reform now has studios in Auckland, Christchurch, Cambridge and New Plymouth.
During a time of rapid growth, Reform needed to create a new brand direction that reflected the studio's ethos and experience and be flexible to use as the business expanded its offerings and locations.
The visual identity created reflected the body changing with deconstructed type into circles representing movement and the human form in poses from the classes. The brand is rolled out across the business - from signage, printed collateral and website to training manuals, certificates and merchandise.