Axis Pilates: a brand and website for a reformer studio
from the logo to the booking.For a new Reformer Pilates studio in Jablunkov we built a visual identity, a brand manual and a seven-page website. The site takes women from Jablunkov and the surrounding villages straight to an online booking.
- Client
- Axis Pilates, Jablunkov
- Services
- Brand, website, local SEO
- Launched
- 4 October 2026
- Technology
- Next.js, Vercel
In short
Challenge
A new studio in a small town with no brand, no website and no clients. The nearest competitor is 25 km away.
Solution
A warm identity, a brand manual and a website with Reservio booking and local SEO.
Result
Lighthouse 100 in SEO and accessibility across all 7 pages. Bookings from the site will follow after a month of operation.
01 Challenge
The region's first reformer studio, from scratch
Axis Pilates is an intimate Reformer Pilates studio for women on Mariánské náměstí in Jablunkov. Small groups, six reformers, three instructors. Before opening it had only a two-month-old Instagram, a Facebook page with four posts and no website at all.
“The nearest reformer pilates is in Český Těšín (25 km) and Frýdek-Místek (35 km). Anyone nearby searching for ‘pilates’ should find Axis first.”
The goal: bring in women from Jablunkov and the surrounding villages and move them to an online booking
02 Solution
A brand, a manual and a website that speak alike
A calm, warm brand built around the axis of the body. The website uses the same tokens as the brand manual, so colours, type and tone of voice match everywhere. The photos come from a real shoot in the studio and the instructors introduce themselves in their own words.
Visual identity
The AXIS logo with its axis, the Espresso, Krém, Meruňka, Skořice and Pudr palette, and the Fraunces and Manrope typefaces.
Brand manual
A website with 15 chapters, live tokens and WCAG contrast checks, plus an 84-slide PDF.
A seven-page website
Home, About the studio, Instructors, Pilates Reformer, Rental, Contact. A price list with passes.
Online booking
Booking through Reservio from every page in a couple of clicks, with no phone calls.
03 Process
How we worked
From discovery to launching the site before the studio opened. Every phase ended with sign-off from the studio owner.
- Week 1
Discovery
Audience, tone of voice, competition in the region
- Week 2
Brand and manual
Logo, palette, typefaces, verbal identity
- Week 3
Website: design and build
Pixel-perfect design, photo shoot, instructor copy
- Week 4
Launch
SEO, Google Business Profile, Mapy.cz
04 Technology
What it runs on
- Next.js 15
- React 19
- TypeScript
- Tailwind v4
- Vercel
- Reservio
Why Next.js and pre-generated pages?
Pages are generated ahead of time and refreshed once a day (SSG + ISR), so the site is fast even on a weak mobile signal. Tokens from Figma Variables go straight into Tailwind. The build stops a deployment when a canonical, an H1 or structured data is missing.
05 Results
What the project delivered and what comes next
- Quality
- Lighthouse 100 in SEO, accessibility and best practices across all 7 pages, performance 87–94 (mobile, 4 October 2026).
- What we learned
- In a small town trust and the map decide: real photos from the studio, instructors in their own words and a profile on both Google and Mapy.cz.
- What's next
- Collecting the first Google reviews, articles about reformer pilates for beginners, and tracking the rankings for “pilates Jablunkov” and “reformer Třinec”.
06 Team
Who worked on the project
Jan CikrleBrand and web design
Matúš SeleckýWeb development
Bibiana ŤurekováProject management
A similar project?
Frequently asked questions
It depends on the scope: the brand, the number of pages, the booking system and the photo shoot. After a free initial consultation we send a quote within 48 hours.
For Axis Pilates we delivered both the brand and the website in four weeks and launched before the studio opened. We confirm the date at the very start and keep to it.
Yes. We connect Reservio, Reenio, Calendly and others — or we help you pick the one that fits how you work.
Opening a studio or a gym?
We'll build the brand and the website that puts you on the map and brings in your first clients.
