Creating a bold & energetic identity for a women's fitness movement
TNYM, The New You Movement, is a coaching brand helping women lose the weight for good and feel like themselves again. This was mainly a brand and web design project: the identity, the voice and the site, shown here as I originally designed them.
Scope of work
Visual design and art direction
Brand identity and logo
Copywriting and content
Website build
Tools
Details
- Sector
- Fitness coaching
- Type
- Design project
A movement, not a diet
The positioning does the heavy lifting: not another diet, but a movement for women who want change that lasts. The hero says it plainly, lose the weight, reclaim the energy, become the new you, and promises it without banning wine or living in the gym. Warm, direct and a little cheeky.
Real talk
The blog had to sound like a friend who happens to know her stuff. Posts like hitting protein goals without plain chicken, or fifteen-minute fixes for crazy busy days, keep the advice practical and the voice human, all in a clean, readable layout.
The brief was simple: make starting over feel exciting, not exhausting.
Finding the mark
The logo went through its paces before it settled. A heart lifting into a barbell, a figure mid-lift, the full The New You Movement lockup shortened to TNY and then TNYM, tested in pink, green and black. The exploration is half the work, and worth showing.
Next project
Nicholas Alexander
Executive search