Reform Athletica
Move. Connect. Reflect.

Reform Athletica already had a loyal following and standout aesthetic, but their team knew it was time to dig a little deeper into what made their offering special. They asked us to help reframe their messaging around a more meaningful structure: one that would educate new clients, inspire regulars, and capture the spirit of the Reform experience.

We started by getting under the skin of the brand, diving into competitor analysis, industry comparisons, and examples of how other purpose-led fitness brands communicate their values. From there, we started exploring what Reform stood for – the guiding principles behind their classes, their space, and their approach.

The result was Ritual; a new sub-brand built around three core pillars:

Move. Reflect. Connect.

These became the lens through which the Reform experience could be understood and shared, whether you’re stepping onto the Megaformer, rolling out a yoga mat, or chatting post-class with a friend.

We developed a full creative direction for Ritual, from naming and messaging to bold, simple iconography and an expressive logo system, brought to life with subtle animations to give things an extra edge. We showed how these visuals could live on the website, in studio posters, in social campaigns, and beyond.

Finally, we folded the new messaging and visuals into a refreshed brand book, giving the Reform team a powerful new toolkit to help communicate their offer and bring consistency to every touchpoint.

To complete the refresh, we also designed Reform Athletica’s new website – carefully integrating the Ritual framework and visual assets to ensure the online experience mirrors the in-studio one.