Give the atmosphere a language.
Curved forms and a restrained visual rhythm echo the idea of movement. The art direction gives the identity a physical quality without relying on crowded imagery or decorative excess.
Forma House
A space to move. A reason to belong.
Turn a first visit into a welcoming experience before someone enters the studio.
[1] The starting point
A question worth
exploring.
A movement studio’s first impression often happens before anyone walks through the door. Forma House explores an identity and digital direction that could make that first encounter feel as calm and welcoming as the physical space.
Sculptural forms, a study in balance, and quiet typography establish the atmosphere. The proposed website translates it into practical choices: understand the studio, find an appropriate class, and know what to expect on a first visit.
The direction
A considered identity and a calm booking journey that make finding the right class feel natural.
[2] On the drawing board
Before it looks finished.
The thinking takes shape.
Sketches, structure, and a possible way forward. A closer look at the ideas behind this concept.
01 / Exploring the identity
Start with a shape. Find a feeling.
An arch, a circle, a little space between. These construction studies explore how balance and movement could become a recognisable visual language for the studio.
Illustrated concept study · Form / identity / booking
02 / Building the experience
Let the calm carry into the practical.
A booking-page study gives the class its context before asking for a decision. Space, restrained type, and a clear selection preserve the feeling of the identity.
- A welcoming introduction
- Classes with useful context
- A natural booking route
[3] The development notebook
The paths. The pieces.
The reasons behind them.
A look beneath the finished surface: proposed journeys, small visual systems, and the questions that would guide the next iteration.
01 / Structure before styling
Help someone feel ready before they arrive.
The booking journey begins with uncertainty, not a calendar. These screens introduce the class, explain who it suits, and only then ask someone to choose a time.
01
Find a comfortable starting point
Use plain descriptions alongside class names. A newcomer should not need to know the studio’s terminology to make a choice.
02
Choose a session
Keep the class context visible beside the schedule. Available sessions should be easy to compare without starting the journey over.
03
Know what to expect
A short first-visit note belongs at the decision point. Reassurance is useful content, not just a welcoming headline.
Low-fidelity concept wireframes · Illustrative content · Proposed journey
02 / A system in the details
A little geometry. A recognisable rhythm.
The arch becomes a frame, the circle becomes a point of focus, and the space between them gives the identity its pace. These studies carry that language from a class card to a studio poster.
Repeat the idea, vary the scale
A small arch can identify a class card; an oversized crop can fill a poster. A limited set of forms creates variety without losing the family resemblance.
Make calm practical
Generous space helps separate information. Clear titles, class details, and booking actions still do the functional work underneath the atmosphere.
[4] Inside the thinking
The idea is in
the decisions.
Welcome the first visit.
The content direction prioritises the questions a newcomer might have: what the class involves, who it suits, and how to prepare. Reassurance is part of the experience.
Make booking feel natural.
A proposed booking journey connects class information, availability, and the next step. The intention is to preserve the calm of the brand while making the practical task easy to understand.
Keep exploring
A different world.
Another perspective.
Harbour Row
Brand identity / Web experience