ROOM 27 —
a digit of distinction in movement.
SCOPE OF WORK
Identity · Logo System · Membership Collateral · Wayfinding · Digital Booking
01 · OverviewA studio built around a number.
Room 27 is a private movement club built around its number identity. A modular logo family, restrained typography, membership materials, class categories, booking screens, and spatial touchpoints create a calm, precise, quietly exclusive wellness brand centered on the room number.
02 · LOGO SYSTEMOne number. Five uses.
Primary: Stacked "Room / 27" — primary identity for signage, membership openings, and system boards.
Secondary: Horizontal "Room 27" — for navigation, booking, schedules, email, and digital touchpoints.
Badge: "R / 27" capsule — club register for member cards, passes, towels, bottles, and reception.
Numeral: Standalone "27" — for small uses: favicons, app icons, locker markers, room signs.
Accent: Angled "27" — expressive use for posters, environmental graphics, and campaigns; use sparingly.
03 · CLASS SYSTEMThree
categories, one studio.
The class system is organized around three categories: Movement, Recovery, and Presence. Each category creates a clear path through the studio’s programming, while the numbered schedule system keeps booking, signage, and daily operations easy to navigate. The names bring clarity to the experience; the numbers give the system structure.
04 · IN PRACTICEThe number is the identity.
Room 27 shows how a private wellness brand can be built from a simple numeric system and carried across membership, signage, booking, class scheduling, and guest touchpoints. The result is a composed identity that feels consistent, tactile, and immediately recognizable without needing to over-explain itself.
