Reformer Space are reimagining the reformer Pilates experience through an innovative 45 minute video-led class. At a fraction of the price of traditional reformer Pilates studios. S’97 was enlisted to create a brand identity that would serve timelessly to their ambitious growth plans to expand the product offering and community. Working closely with the Founders, S’97 built a bold identity system, balancing a sense of timelessness with a new ‘challenger’ energy that could help the brand break into market. We consciously crated a typography system that contrasted a set of very different typefaces to give the brand an edgy, editorial tone. With a real focus on the digital experience, we designed for interaction, agility and dynamism throughout the site. Immersing users into the world of Reformer Space by reflecting the physical space, digitally. S’97 built out a library of imagery and video content to strengthen the brand’s expression with a confident and inclusive feel, celebrating RS’s core mission to empower people and their fitness with better price & time offerings.