Shaping a strategy-led brand world and studio environment for a Zagreb-based movement destination, built around “Strength without Force” and a more intentional way of living.
FLO:R is positioned as more than a reformer Pilates studio. It is a modern space for people who want to feel stronger, clearer, and more connected to their bodies through consistent practice and a refined, uplifting studio experience. Our role was to define the brand from the inside out. We began with brand strategy to clarify FLO:R’s positioning, personality, and core messaging. From there, we created a complete visual identity and translated it into detailed brand guidelines. Finally, we brought the brand into the physical space through a custom studio wall design, turning the identity into an environment that can be felt the moment you enter.
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Our creative direction was anchored in FLO:R’s philosophy, “Strength without Force.” We translated this into a brand system defined by premium restraint, clarity, and control. The identity uses strong structure and refined typography, balanced with an atmosphere of calm confidence. Every detail was designed to support focus and consistency, echoing the discipline of the practice while inviting people in. The studio wall design was treated as a signature moment rather than decoration. It needed presence, not noise. The environmental graphics reinforce the brand’s message and create a sense of place, allowing the studio to feel cohesive, elevated, and instantly recognisable.
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