Design is the demand engine. Here's how it earns the category.
Vigilant tells us where the customers are. The brand truth document tells us what Pragma° looks like. This blueprint is the operating layer between them — eight principles, seven journey moments, twelve component patterns, three reference brands, and a 30-day ship plan that turns the design system into measurable customer attraction: NPS +12, trial→paid +16 pts, B2B funnel 38% finish, CAC cut 19%.
+38%
B2B funnel finish via VR
+22%
B2C booking lift after walk
−19%
CAC after design ships
+12pt
NPS via in-studio system
01 · The eight principles · the design rulebook
Quiet authority. Data made beautiful. Place over feature.
Every visual decision answers to one of these eight. A button colour, a photo crop, a microcopy line, a font weight — if it doesn't trace back to one of the eight, it shouldn't ship. The principles double as the agency-brief checklist and the design-review filter.
01
Quiet authority
No exclamation marks. No hard sells. Pragma° is the expert in the room. Confidence is shown by what is left out, not by what is added.
02
Data made beautiful
Every spec, every number, every protocol minute is treated as editorial — set in JetBrains Mono with intent. The data is the proof. Hide it and you hide the moat.
03
Modality as place
Arctic · Ember · Oxygen · Field are rooms, not features. Each has a colour, a sound, a scent, a sign. Member books the place, not the procedure.
04
° is the measure
The degree mark is a measurement system. "One degree better." "−110°C in the Arctic." Members earn degrees. Operators publish degrees. The mark becomes a vocabulary.
05
Documentary photography
No woman-in-white-robe. Real members, low light, equipment in environments, hands on dials. One named photographer, one weekend in Amstelveen, 80 frames for life.
06
Motion that breathes
No bounce. No snap. Cubic-bezier(0.16, 1, 0.3, 1), 600 ms. The site moves at the pace of a member's breath after a protocol — calm, exhaled, deliberate.
07
White space is luxury
Padding 32 px minimum on cards. Gutter 24 px minimum on grids. White is not absence of content — it is the visible cost of a brand that doesn't need to shout.
08
Type as architecture
Mulish 900 / 800 / 500 / 300 is the hierarchy of every page. Italic is reserved for Caveat (warmth) or Mulish-300-italic (institution). One scale. Three voices. Zero exceptions.
02 · The customer journey · seven moments design must own
Where the brand earns the visit, the trial, the membership, and the recommendation.
Vigilant says trial→paid is at 36% (target 38) and aided awareness is #3 (target #1). Both gaps live in design — specifically in the seven journey moments below. Each moment maps to one component pattern in section 04 and one ship task in section 06.
01 · Discover
Sees a member talking about it.
Instagram reel · podcast mention · NRC article. The cobalt 3-bars motif must be recognisable even without the wordmark.
→ Documentary photography + 3-bars watermark
02 · Land
Opens pragmahealth.nl.
Hero must answer "what is this" in 5 words. CTA "Reserve your first protocol · €19" within 1 fold.
→ Hero pattern + €19 sticky CTA
03 · Walk
Tries the VR walkthrough.
Sees the four rooms before paying. Picks a modality based on her week, not on a brochure list.
→ Embedded Room Fit · B2C mode
04 · Book
Picks a Saturday slot.
Three-step flow under 60 sec. Calendar shows time + room colour. €19 trial offer pre-filled.
→ Booking flow micro-design
05 · Visit
Arrives Amstelveen.
Wayfinding signage by room colour. Coach addresses by name. Session starts within 60 sec of slot.
→ Studio sign + member card systems
06 · Convert
Books a second session before leaving.
Post-session card on her phone. One-tap re-book. Membership offer baked into outcome screen, not pushed.
→ Protocol card + outcome wall
07 · Tell
Posts her outcome.
Outcome wall doubles as social asset. Shareable image generated automatically with 3-bars + her degree score.
→ Auto-generated share card
03 · Five customer-attraction patterns Vigilant called for
Each pattern is a design problem first, a marketing problem second.
Pattern 01
Walk before you book.
B2C members convert 22% better after the VR walkthrough. Design must put it above the fold, not in the footer. Pre-load on hover so it opens in < 1.5 s.
+22% trial bookings
Pattern 02
Layout before you quote.
B2B prospects who finish a Room Fit layout convert at 38% vs 18% legacy. Hero copy: "Build your room before you talk to us." VR tool replaces the contact form.
+20 pt B2B funnel finish
Pattern 03
Outcome wall = social proof at scale.
418 stories on the way to 500. Design must make each story a 3-second tile + a 30-second deep read. The wall is the only home-page social-proof component.
+8 pt aided awareness
Pattern 04
Brochure → editorial standard.
Today's brochure looks like every clinic supplier. Redesign as "The Recovery Discipline · Volume 01" — a 28-page editorial that doubles as a press kit and an operator close.
+18 pt B2B trust score
Pattern 05
Press kit = science kit.
NRC ran a longevity feature this week. Group needs a downloadable press kit (logos · palette · founder bios · clinical-paper teaser) ready before the next pitch.
+4 press hits/quarter
04 · The component gallery · twelve patterns, shown
What every surface is built from. One source of truth across Health, Recovery Technologies, and Group.
Each component below ships as a Figma component + a Tailwind / CSS token bundle + a Storybook page. No designer or developer assembles them from scratch. The cost of every new page drops to zero, and consistency becomes default — not a process.
Member cardHealth · B2C
Member-at-Large
Marit van Dijk
Athlete tier · since Mar 2026
Sessions · 30d12
Sleep score+18%
Streak21 days
Hero patternRT · B2B
pragma° Recovery Technologies
Demo →
Build the room. Then talk to us.
Six cabins, one brand licence, ninety days. Average payback under fourteen months.
Open Room Fit
Protocol cardHealth · B2C
PROTOCOL 04 · ARCTIC
Three minutes at −110°C.
The flagship cold protocol. e°CABIN, head outside, three breaths in, three out. Recovery for the body, clarity for the rest of the day.
RoomArctic
Time03:00
Degree−110°C
TierAll
Reserve · Sat 14:30
Bundle pricing cardRT · B2B
The Recovery Studio
Studio-in-a-Box
€185k· bundle list price
5 Pragma°-grade cabins · Arctic · Ember · Oxygen · Field
Pragma° brand licence · 36 months
Booking + member-CRM platform · GHL handover
90-day install · on-site training · launch event
See the bundle in your room
Booking flow · 3 steps · 60sHealth · B2C
Pick a room
14 sec
Pick a slot
22 sec
3
Confirm · €19 first protocol
→ now
Outcome wall (tile triplet)Health · B2C · social
Marit V.
+18% sleep
M+30 · n=1
Joost B.
−2.4 kg fat
M+60 · n=1
Lena K.
+9% VO₂ max
M+90 · n=1
Newsletter · weekly · The DegreeGroup + Health
The Degree · Issue 14 · Sunday 19:00
A small piece of the standard, each Sunday.
One degree colder is not one degree better.
Why members who stay at −95°C outperform members at −130°C — and what Aalto's December read says about it.
"The cold is not a competition. It's a conversation."
Read
In-studio room signHealth · physical · wayfinding
Room 02 · Arctic
−110
e°CABIN · Plug-and-play · 03:00
05 · Metrics this design moves
Before → after. Six numbers we expect design to shift in 90 days.
Trial → paid
22%
38%
+16 pt · industry-best
VR finish rate
18%
38%
+20 pt · B2B funnel
NPS · flagship
63
75
+12 pt · vs Equinox 68
CAC · B2C
€140
€94
−33% · design-led inbound
B2B win-rate
18%
52%
+34 pt · bundle SKU
Brand recall · NL
#7
#1
12-mo target
06 · What we steal from — and what we never copy
Three reference brands. Each gives us one lesson. None of them get to be Pragma°.
Reference 01 · Editorial restraint
Aesop
The pharmacy that became a brand by refusing pharmacy aesthetics. Sand backgrounds. Editorial serif headlines. Clinical voice. Quiet stores.
Steal: the in-store signage system. The amber-glass packaging discipline. The 1-sentence product description. Never copy: the warm serif — Pragma is geometric sans, not Garamond.
Reference 02 · Premium membership
Equinox
The gym that priced like a luxury hotel and made the price the brand. Black + gold. Documentary photography. Annual report-quality editorial.
Steal: the documentary photography style. The "It's not fitness, it's life" voice altitude. The annual photo book. Never copy: the black-and-gold + the heavy serif — Pragma is white + cobalt + sans.
Reference 03 · Recovery-as-identity
Othership
The Toronto cold-bathing boutique that became the recovery-as-lifestyle benchmark. Brutalist type. Two colours. The bathhouse as theatre.
Steal: the modality-as-place idea. The shared session as ritual. The members-as-cohort framing. Never copy: the brutalist type and the slow-pour 90-minute session — Pragma is fast, clinical, lighter on its feet.
Reference 04 · Data as identity
Whoop
Made a strap and a number. Built a religion around recovery score. Members compete with themselves and post the data.
Steal: the "degree" score as a number members earn weekly. The shareable progress card. The cohort leaderboard. Never copy: the always-on green dashboard — Pragma surfaces data when it matters, not constantly.
Reference 05 · Clinical without cold
Form Nutrition
A supplement brand that reads as a research foundation. Mono spec sheets. Editorial founder letters. Premium without medical-grade chill.
Steal: the spec-sheet-as-marketing pattern. The transparent ingredient story. The Sunday founder letter format. Never copy: the muted earth palette — Pragma's cobalt is the signature.
Reference 06 · Boutique fitness ops
Barry's
Took a red room and made it a global brand. Identical experience in every city. Lockers, towels, lighting — all part of the brand.
Steal: the in-room sensory system (sound, scent, light by modality). The studio-as-stage staging. Never copy: the high-energy / loud / club aesthetic — Pragma is the opposite of loud.
07 · The 30-day design ship
Four weeks. Four deliverables. Each unlocks one of the customer-attraction patterns.
No new strategy work. No new naming. No new colours. Every output below uses the brand truth document and the design principles as the source. Four named deliverables, four named owners, four named ship dates.
Week 01
07d
Design tokens npm package — Pragma palette, Mulish + Inter + Caveat + JetBrains Mono, motion easing, spacing scale. Single source consumed by all 3 sites.
Figma component library v1 — the 12 patterns shown above, named + auto-layout + responsive variants.
Studio photoshoot brief — one weekend Amstelveen, named photographer, 80-frame shot list, member release forms ready.
Week 02
14d
Health hero + booking flow — €19 sticky CTA · 3-step booking under 60 s · post-session protocol card · auto-generated share card.
VR Room Fit embed shell — branded chrome around the WebXR tool, sticky CTA, hand-off to GHL pipeline.
Outcome wall v1 — 60 tile-ready stories curated from the 418 in the GHL outcome database.
Studio in-room signage — 4 modality signs, 1 wayfinding board, 1 member-tier wall — printed and installed at Amstelveen.
The Degree newsletter — Sunday 19:00 cadence, 4 issues queued, design template shipped to GHL.
Week 04
30d
Pragma Group umbrella site — the standard, press kit, distributor portal, investor surface. Group gold accent live for the first time.
"The Recovery Discipline · Volume 01" — 28-page editorial brochure replacing the CTN-template brochures. Print + digital.
Brand-truth document published as pragma.group/standard — the public version of this blueprint becomes part of the moat.
08 · The bottom line
Design is the cheapest growth lever Pragma° has — and the only one that compounds.
Paid media decays the day you stop spending. Sales scripts get tired. A design system, once shipped, makes every email shorter to write, every page faster to publish, every studio cheaper to open, every press pitch easier to land. The 30-day plan above isn't a redesign — it's a foundation that lets the next 12 months of the strategy plan compound without re-inventing the wheel each quarter. Vigilant tells us where the customers are. The brand truth tells us who we are. This blueprint tells us how the two meet — in design.
One wordmark. One palette per surface. One component library. Twelve patterns. Eight principles. Thirty days. That's how design earns the category.