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Full Design Language Brief v2 (complete) is pasted inline below. Original file remains attached for reference.

PIAF_Design_Language_Brief_v2.md

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[DESIGN.md (for Stitch)](https://hub.stealth-company.co/DESIGN-md-for-Stitch-37a2d68a3e4d83cfb01701c7f96d6441)

Table of Contents

Design Philosophy

The Hybrid Direction: Spacious Minimal meets Warm Tonal

PIAF's website sits at the intersection of two complementary aesthetics:

Spacious Minimal (drawn from Forma Pilates and The Class): Image-driven, editorially composed, generous white/negative space, elegant serif typography, and an almost editorial restraint in what gets said. The photography carries the narrative weight; the interface steps back.

Warm Tonal (drawn from MYA Wellbeing and Heartcore, and aligned with Afro's established colour sensibility): Rather than cold, gallery-white minimalism, every surface — background, text, buttons, photography treatment — inhabits the same warm tonal family. Beige, sand, taupe, stone, and charcoal. Nothing is stark. Everything belongs.

The synthesis: a warm sanctuary, not a sterile studio. The visual language should feel like arriving at the studio itself — harbour light pouring through curved floor-to-ceiling glass, warm timber, the smell of clean air, a sense of calm focus before a class.

What this means for PIAF specifically

PIAF is a single-location boutique studio run by a hands-on founder. It is not a franchise or a platform. Its differentiators are:

• The space itself — curved glass, Victoria Harbour panorama, architecturally thoughtful fit-out. Few pilates studios in Hong Kong have this.
• Afro's personal approach — founder-led, deeply intentional. The studio is an expression of her philosophy.
• Breadth of modalities — Reformer, Chair, Mat, Barre Pilates, yoga, sound healing, therapy. Not just pilates.
• Strong photography library — 557 professional images across all sessions and spaces.

The website should make a visitor feel that PIAF is the kind of place you join and never want to leave. It should feel premium without being exclusionary, calm without being cold, aspirational without being intimidating.

Emotional Target