Reformed Pilates

This project is a brand refresh for Reformed Pilates, a boutique fitness company founded in Phoenix and now expanding across Arizona and Texas.

Rather than reinvent the brand, the focus was on elevation and scale. The existing identity held strong equity, but lacked the structure and flexibility required for growth.

I evolved the system by refining the wordmark for improved balance and presence, introducing a complementary icon language to extend the brand across touchpoints, and establishing a clear, scalable framework to guide future applications.

The result is a more considered, cohesive identity designed to expand with the business. Since the refresh, Reformed Pilates has grown into a multi-location brand with a repeatable model for continued expansion.

Check out the brand here: reformedpilates.com