MEET the CLIENT
Form Theory Pilates was born from a belief that movement should be purposeful, inclusive, and built to last. Founded by Whitney Beshears, Form Theory is Gardendale's only dedicated boutique Pilates studio. She wanted to bring expert-led, contemporary, and athletic Pilates to the area, so residents didn't have to drive 30+ minutes to access it.
Whitney built Form Theory for every body: busy professionals, postpartum women, active retirees, and anyone ready to move with more strength, grace, and confidence. With small class sizes, intelligent programming, and a space where every detail is thoughtfully considered, Form Theory is a place where people feel challenged and supported.
Fitness and Wellness
Local Pilates Studio
Lifestyle Branding
PROJECT SCOPE
Branding
Content Creation
Photoshoot
▾ Our Solution
Whitney came to AMD Creative with a strong vision– she just needed a brand that could say it as clearly as she could. So, we needed to get it just right.
Our Creative Director, Mary, studied Whitney’s mood board, which helped her see exactly what she had in mind. Once they aligned on the vision, Mary grabbed inspiration from other fitness studios, Vacation Sunscreen, and vintage print materials from country clubs.
Mary gave Form Theory a handcrafted, invitation-like quality. We wanted to strike a balance between luxury and inclusivity– something refined and editorial, but never intimidating. The taglines "Move Better Together" and "A Lifetime of Mobility" were written to feel communal and to encourage every potential client that Form Theory was built for them, wherever they're starting from.
The team, led by our Director of Content Creation, Bell, then brought the brand to life through a full photoshoot. We covered model sourcing, prop styling, a shot list, and editing– giving Whitney a polished content library ready for her launch.
▾ Work
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