Services & Client Profile
| Naming | Webdesign |
| Logo Design | Consulting |
| Typography & Colors | Campaign |
| Social Media | Brand Identity System |
ANTI is a Berlin-based space for movement and recovery — the first of its kind in Germany. ANTImove, the city's first red light studio, runs Pilates, Sculpt, Flow, Stretch and Sound Bath classes under 360° infrared light. ANTIspa runs the contrast side: sauna, ice bath, lounge. A rooftop oasis with a juice and matcha bar ties the two together. Beyond its own program, ANTI has become a stage for sports and wellness brand collaborations — running events and pop-ups with adidas, Alo and others.
The Challenge
Berlin had gyms. Berlin had spas. It didn't have a space that treated movement and recovery as one continuous practice — or a brand built to hold both under a single roof without one half feeling like an afterthought.
This wasn't a rebrand. There was no old identity to fix, no existing name to reconsider. Evolvcraft was starting from nothing: a category that barely existed yet in Germany, and a business that needed to feel credible as a fitness studio, a spa, and a social space all at once — while staying flexible enough to eventually host global sports and wellness brands as partners.
This wasn't a rebrand. There was no old identity to fix, no existing name to reconsider. Evolvcraft was starting from nothing: a category that barely existed yet in Germany, and a business that needed to feel credible as a fitness studio, a spa, and a social space all at once — while staying flexible enough to eventually host global sports and wellness brands as partners.
Naming
We named it ANTI.
The name is a stance, not a label — a rejection of the sterile gym and the clinical spa, but also a rejection of the draining city life, in favor of something more social, more sensory, more human. It's short, it's confident, and it flexes: ANTI as the house, ANTImove and ANTIspa as its two rooms, each with its own identity but never separate from the whole.
The name is a stance, not a label — a rejection of the sterile gym and the clinical spa, but also a rejection of the draining city life, in favor of something more social, more sensory, more human. It's short, it's confident, and it flexes: ANTI as the house, ANTImove and ANTIspa as its two rooms, each with its own identity but never separate from the whole.
Identity System
We translated that positioning into a full brand identity system — logo, typography, color palette and the applied rules that hold them together across every touchpoint.
Voice & Messaging
We developed ANTI's tone of voice to match the name — direct, a little irreverent, unmistakably social. It's there in the class names (Red Light Pilates, Red Light Sculpt, Red Light Sound Bath), in the way the spa ritual is described, and in every caption and campaign line that goes out under the ANTI name.
Web Design & Development
We designed and built ANTI's website end to end — structured around the house and its two rooms (ANTI / ANTImove / ANTIspa), with booking flows for classes and spa sessions built directly into the experience. The site carries the full identity system and voice into a space people actually use to book their next session, not just browse.
Social Media & Campaign Production
The brand didn't stop at launch. Evolvcraft manages ANTI's social media and produces its campaigns on an ongoing basis — keeping the identity and voice consistent across every post, class drop and event, week after week.
Brand Collaborations
ANTI has grown into more than a studio and spa — it's become a space that global sports and wellness brands want to be part of. Evolvcraft supports these partnerships directly, including ANTI's collaboration with adidas around Berlin Marathon Weekend, along with work with Alo and other brands, making sure every collaboration looks and sounds unmistakably ANTI, not like a borrowed space.
The Result
ANTI opened as the first space of its kind in Germany — a single brand credible enough to run a red light studio, a contrast therapy spa and a rooftop social space, and strong enough to bring adidas and Alo into its house as partners rather than sponsors.
