CASE STUDY: OPEN STUDIOS

OPEN had already built something real: four studios, a loyal community, a signet people recognized around Berlin. The problem wasn't the foundation — it was the ceiling. To compete with the international wellness and lifestyle brands entering the same market, OPEN needed to look and feel like one of them, not like a well-run local studio chain.

The constraint made the job harder, not easier: keep the signet. It carried real equity, and starting over would have meant throwing away years of recognition. The brief was evolution, not replacement — rebuild everything around the one mark that had to stay.

We kept OPEN's original signet and logo, and rebuilt everything else around it. A new typography system gave the brand a more confident, editorial voice. A new color language moved it out of generic studio-brand territory. A new visual language and new wording gave OPEN a point of view that could sit next to a leading international lifestyle brand without looking like the smaller player in the room.

The signet stayed exactly recognizable — everything that surrounds it now reads at a different level.

Typography, color and visual language were built as one connected system, applied consistently across the site, the studios, campaigns and social content. It gives OPEN a look that scales — from a single Instagram post to eight physical spaces — without ever feeling inconsistent from one touchpoint to the next.

The evolved identity culminated in a full web relaunch, rebuilt to represent all 8 studios as one unified brand while still making each space easy to find and book individually. We embedded OPEN's external booking system directly into the site for every studio, so booking a class stays seamless regardless of which of the 8 spaces someone chooses.

Due to complete custom coding, we were able to seamlessly implement external booking systems for all now 8 spaces across Berlin, creating a seamless booking experience for users that would not be possible with templates or third-party pre-built web systems.

The brand had to hold up in physical space, not just on screen. As part of the rebrand, Evolvcraft designed OPEN’s studio-level brand assets — signage, in-studio displays and video — carrying the same identity system from the website onto the studio floor, with templates built so the studios could roll it out to every new location themselves.

To establish the new identity, Evolvcraft conceived and produced OPEN’s launch campaigns in print and video — including OPEN RED and Shape Your Energy — setting the visual and tonal benchmark for how the brand speaks to its community.

We defined OPEN’s social media presence under the new brand — content pillars, visual formats and tone — and produced the first phase of content ourselves, so the community experienced the rebrand consistently across all 8 studios from day one, and OPEN’s team had a working playbook to continue with.

Each campaign ran through a tailored, fully in-house production process. We cast talent to match OPEN’s identity and strategy, then shot photography and video either in our own EVOLV studio — built for controlled, high-end campaign production — or on location. From casting through to final postproduction, the entire pipeline stayed under one roof, keeping visual quality and brand tone consistent across every asset.

To turn OPEN's 8 spaces and community into an asset other brands could work with directly, we created OPEN Collabs — a dedicated sub-brand positioning OPEN as a bridge between fashion, fitness and lifestyle brands and Berlin's modern wellness movement. OPEN Collabs gives partner brands a clear, distinct entry point into OPEN's spaces and community, separate from OPEN's own class offering, so a collaboration reads as a partnership, not a takeover of the core brand.