FRAME FITNESS
Creating a brand experience for the first at-home, digitally connected pilates reformer.
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Creative Direction . Brand Expression . Experience Design
Agency: IA Collaborative
We built the brand and digital experience that introduced Frame Fitness to the world, one consistent presence across physical product, digital product, and every marketing channel it showed up in.
INSIGHTS
Connected fitness was already crowded, with Peloton, Tonal, and Hydrow all staking their claim. Frame was doing something none of them had by putting a digitally-connected reformer in the home. But being first doesn't make you different, and that's the work the brand had to do. Complicating it further, the hardware itself was still in prototype and changing shape while we built around it. The system needed to be specific enough to feel ownable on day one, and nimble enough to hold whatever the final product turned out to be.
IMAGINATION
I led Strategy, Design, Content, UX, and UI across all deliverables. Partnering closely with the founders and their leadership team to align brand, product, and customer experience. We delivered iteratively and prototyped rapidly so creative could evolve alongside the product without fracturing post-launch.
Primary deliverables included:
Brand Expression
Product Design
Website Design
Photo and Video Shoot Direction
Social Media Strategy and Design
Brand Guidelines
Made for Motion
IMPACT
Frame launched with a brand that holds across product, app, web, social, and more. The work gave Frame Fitness a presence with real cultural gravitas, the kind that turns customers into believers and believers into ambassadors.
Don’t believe me? Just ask Dua Lipa →
