FORMFIT

Industry Fitness & Wellness

Market Los Angeles, USA

FormFit is a fictional pilates studio based in Venice Beach, Los Angeles, where fierce meets flow. The brief was to create a bold yet elegant brand identity that captures the essence of the studio, strength, grace, and unapologetic confidence. The aim was to design a visual world that feels equally athletic and aspirational, with a nod to fashion and editorial aesthetics.

The identity had to speak to women who take their workouts seriously, but also want to feel stylish, seen, and powerful in the process. The challenge was to strike a balance between soft femininity and grounded strength while maintaining a clear brand voice across both print and digital materials.

The logotype plays with duality: a flowing serif for “Form” and a bold modern sans-serif for “Fit.” The contrast creates a dynamic wordmark that instantly communicates the brand's personality. Custom ligatures and subtle typography tweaks bring sophistication and individuality.

The color palette mixes peachy coral, warm ivory, muted blue, and classic black, resulting in a vibrant yet soft identity that feels both luxurious and fun. Type treatments, editorial layouts, and branded merchandise further define the studio's visual universe.

From posters to tote bags, every element of the FormFit identity exudes confidence, precision, and bold energy, designed to inspire clients to own their form and celebrate their fit.