Willow

K-FORMA is the brainchild of Kika: a fiery, no-nonsense Italian powerhouse and master Pilates and Barre instructor known for a high-energy style that leaves no muscle untouched. After years building a loyal following through in-person classes, she was ready for something bigger: a multi-faceted brand spanning an online Pilates studio, destination retreats, global events and high-end equipment. The challenge was translating her personal presence into something that could scale, without losing the magnetic energy that makes Kika who she is.

Starting with the online platform, I shaped its strategic direction around consistency, variety and a seamless user experience, anchored by a weekly release of five signature class styles. Working closely with Kika, we positioned the platform's monthly Challenges as full campaigns — fun, sexy and unapologetically bold, mirroring Kika's teaching style and setting the brand apart from wellness-space sameness. I also designed key landing pages across the website, built and executed a performance-driven Meta ads strategy, and created email automations to keep members engaged. From there, I extended the same voice and visual language across the brand's other facets: retreat launches, international events, and print and digital collateral.

The result: an online fitness platform people genuinely love, sold-out retreats across Italy, Australia and Indonesia, and 18+ Pilates pop-up events and counting. Proof that Kika's personal presence has scaled into a brand people want to move with, wherever they are in the world.