Formewild lab · One brand. Ten worlds.
Branding and interior for a Pilates studio
Same Pilates. A different world every time.
How much does a studio change when only the space, the colours and the type change? Forme is an invented Pilates studio we designed ten times. Same name, same class on the reformer, and yet every version feels like a different place.
Invented brand, made with AI. Concept, branding and art direction by wild & co.
01/ 10
The Gallery
Pilates meets gallery and sculpture.
Same name. Same Pilates.
A brand is so much more than a logo
The series One brand. Ten worlds. shows what the first step of a branding project can look like: many honest options, then one clear choice. Forme is the second episode and asks a simple question: how much does a brand change when only the space, the colours and the type change?
Before anyone steps onto the reformer, the room has already said a lot: whether it’s calm or loud, whether you stay afterwards, whether it feels like a gallery, a holiday or a training club. That is what we wanted to show. Ten worlds, from quiet stone to the party after class, so you can feel how much space, colour and tone make up a brand.
What stays
- The name
- Pilates on the reformer
- The offer
What changes · The Gallery
- Space
- Pale plaster, arched windows, sculpture
- Colours
- PlasterBordeauxCobalt
- Type
- Calm serif capitals
- Mood
- Pilates meets gallery and sculpture.
Ten worlds on one reformer
Ten rooms, one floor plan.
Every room stands for one world. Tap one and its slide opens at the top.
What changes and what stays
What changes and what stays
The name, the offer and the reformer in the picture stayed fixed. For every world we then set the space, materials, three colours and a type idea, built one main picture of the studio and one detail, and put both on a slide in that world’s colours. The logos in the photos are views. Once a direction is chosen, the wordmark is drawn as a vector and runs through everything.
- BriefA Pilates studio, one name, ten possible worlds, as an episode of One brand. Ten worlds.
- DirectionsFrom The Gallery to New Discipline, each with its own attitude.
- Space and materialStone, linen, rattan, travertine, steel or terracotta, depending on the world.
- Colour and typeThree colours and one type idea per world, from fine serif to wide grotesk.
- ImageryOne studio picture and one detail per world, set on ten slides for Instagram.
Same Pilates. A different world every time.
Forme is an invented Pilates studio. The name and the class on the reformer stay the same, but the space, colours and type change ten times: from a gallery with sculpture to a social club in cherry red and an urban training club in lime. The logos in the photos are concept views, the final wordmark is drawn after the choice.
- Brand
- Forme, fictional
- Series
- One brand. Ten worlds. · Vol. 02
- Carousel
- 14 slides
- Images
- Made with AI, logos as concept views
What this means for your studio
Pilates, yoga, physio or beauty: in a studio, the room has a say. We show you several directions with interior, colours and a logo idea, concretely enough that you can picture the reception desk. That makes the choice easier before furniture is ordered and walls are painted.
AI imagery & AI video for your brand Guide: AI images for business
Class booking · brand identity
Which world is yours?
Opening a studio or rethinking yours? We show you what it could look like before the first wall is painted.
Write us for your project