Rebrand
FÔLD Reformer
The Brief
The Insight
The Reformer Pilates demand is booming – but access is limited. Long studio waitlists and high barriers mean most people experience it as something exclusive and out of reach.
FÔLD Reformer saw a different future: reformer Pilates that fits into real routines, real spaces and real lives. The opportunity was to build a brand that reflects how people actually move – imperfectly, at home, and together – while supporting a fast-growing global community.
The Response
Every creative decision reinforced the same belief: movement should adapt to people, not the other way around.
Visually, we rejected wellness minimalism and polished perfection. Instead, we built a warm, energetic world full of colour and personality. Real FÔLD Reformer members became the face of the brand – parents, trainers, athletes and beginners – captured authentically.
Verbally, our new tone of voice brought a human warmth to the brand, dialling up the joy and reinforcing the brand belief that Reformer Pilates is a form of movement for all.
In motion, we show how the new Easi-Fold™ Reformer Beds flex around you, whether you’re flowing in the kitchen, stretching in the studio, or sharing the mat with a four-legged friend.
The results
Co-founder at FOLD Reformer
