Branding for EMS Gym

Overview

A sustainable homewares founder came to me six months before her planned launch date with a product she believed in but no brand, no name, and no clear sense of how to talk to her audience. I joined as creative director and brand strategist.

My Role

Naming, brand strategy, creative direction across all touchpoints (packaging, photography brief, web, social), and site design direction. I worked with a copywriter, a Shopify developer, and a product photographer.

Process

We started with a three-day brand sprint: competitive landscape, customer archetype work, and value positioning. The insight that drove everything: her category (sustainable homewares) was dominated by either preachy eco-brands or expensive luxury minimalism. She could own the space between — warm, considered, honest.

From that positioning came the name, the visual language (earthy tones, generous whitespace, hand-drawn elements used sparingly), and the tone of voice.

I directed the photography brief and was on set for the hero shoot. Every image was art directed to show product in context — real homes, real light, no artificial styling.

Outcomes

• Site launched on schedule
• £180,000 in first-month revenue against a £120,000 target
• Sold out of the hero SKU in 11 days
• Featured in three independent design publications within two months of launch