Halcyon Pilates

Twelve reformers in one room, a smaller studio for tower, chair and privates, four instructors, classes capped at twelve.

The brief

Boutique studios publish a timetable reading Reformer Flow · Tower 2 · Jump Board · Mat Level 2 · Foundations, none of which means anything to somebody who has never been. They cannot tell which one will humiliate them, so they book nothing. It is not an information problem, it is a translation problem — and almost every studio ships the untranslated version.

What we built

Morning light on a plaster wall: limestone, warm umber, a terracotta accent, and full-bleed dark sections for the photography. Twenty-five pages — every class, every instructor, the timetable, pricing and the studio.

The detail that does the work

Find your first class. Three plain questions — have you done reformer before, is anything going on with your body right now, what do you want from it — and the answer is one real class from the real timetable, named, with the instructor, the next three times it runs, and an honest description of how it will feel.

The path matters more than the interface. Somebody who is pregnant, postnatal or returning from injury must never be routed into a class that is wrong for them, and every combination of answers has to land somewhere real rather than dead-ending on a shrug. Alongside it, each class page carries a section most studios would never write: this class isn’t for you if…