Club Reformer is a new reformer pilates concept. Launching in Belgium in 2025, they’re leading the way to transform and elevate the fastest growing concept in the boutique fitness industry, one movement at a time.

My challenge was to create a brand identity that translated their mission to transform. Together, we build the strategy for the exciting future ahead. The brand also got a full AI generated imagery set.

Services
Consultancy
Brand strategy & positioning
Brand identity
Webdesign
(100%) AI imagery

Where transformation begins

Club Reformer is built on a decade of knowledge. Embracing this wealth and exploring possibilities to translate it into something tangible, was a challenge. Through research and three strategy sessions, I was able to understand their mission and vision that lead to a powerful new message: Transforming the world of reformer pilates, with every move we make.

The logo and branding is build around that, communicating motion through a minimalistic identity inspired by the fluid movement of the Reformer machine. Paired with a neutral color palette and carefully balanced typography, the design creates space for a clean yet distinctive brand experience, one that feels both refined and unexpectedly engaging.

We are not real!

I developed an AI-generated imagery lookbook for the brand as a starting point. It makes the brand instantly recognisable.

A clear proposition

Reformer Pilates is one of the fastest-growing concepts in the boutique fitness industry. To create an online presence, I designed a ‘coming soon’ website that is focussing on Club Reformer’s core belief: to be the starting point for transformation. Not only for the industry, but for each person training at Club Reformer, and the entire staf. As a result, the company was able to recruit top trainers to join the club.