FRAME FITNESS

Creating a brand and digital experience for the first at-home, digitally connected pilates reformer.

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Creative Direction . Experience Design . Brand Expression

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.

Agency: IA Collaborative‍ ‍Role: Director, Design & Engagement Lead‍ ‍Team: 15+‍ ‍Touchpoints: 10+‍ ‍

Multiple fitness and workout brochures, charts, and images of women exercising, laid out on a flat surface.

INSIGHTS

Abstract design with a red background and a dark circle at the bottom
Abstract design with a red background and a dark circle at the bottom

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.

Close-up of a navy blue object with a red semi-circle on top.
Close-up of a navy blue object with a red semi-circle on top.

IMAGINATION

I led Strategy, Design, Content, UX, and UI across all deliverables. I partnered 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

A woman in athletic wear using a fitness machine in a studio with a gray background, with the text "MADE FOR MOTION" overlaid on the image.
A collage of nine images featuring fitness and active lifestyle items, people exercising, and branded merchandise.
A man in purple shorts and a black tank top using a Pilates reformer machine for exercise.
A fitness class webpage titled "Core Power Up" with a woman in a blue sports bra demonstrating an arm stretch. A small inset shows a person balancing on their head on a yoga mat. The page includes an overview, sequence breakdown, and filters for genre and muscle group, with progress stats and an option to see all achievements.
A woman with long dark hair in a ponytail is using a handheld massage roller on her upper arm. She is wearing a brown tank top and has a neutral expression. The background is a gradient light purple.
Chart displaying primary hues, secondary blues, neutral slates, and secondary triad gradients with color swatches, labels, and hex codes for each color.
Chart displaying primary hues, secondary blues, neutral slates, and secondary triad gradients with color swatches, labels, and hex codes for each color.
A digital fitness app dashboard showing user statistics, top workout picks, and workout details with images of exercises and progress charts.

IMPACT

Solid red square background

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 →

A man wearing headphones and glasses looking down, dressed in a white shirt.

BEST BUY

BEST BUY

Introducing and expanding a new brand through digital experiences and Best Buy Ads’ first-ever upfront event.

VIEW CASE STUDY