mpower
mpower
Women who lift each other
MP is an activewear brand that not only develops its own innovative clothing but supports people in living active lifestyles. According to This Girl Can, 42% of women avoid exercise altogether due to fear of judgement from others around them. This inspired MP to create a space that encourages women into fitness and supports them through providing tailored workouts and social events.
The direction was centred around real change happening when people come together, support each other and work towards a common goal. This inspired the overarching message; “Here for not only women who lift, but who lift each other”.
Creative strategy, verbal and visual identity, brand world, art direction.
I created Illustrations to reflect the main USPs of the brand: a supportive community; the importance of rest to avoid burnout and build relationships; and feeling confident in what you’re wearing to succeed. The platform provides advice and the tools to succeed in your fitness goals.
The mpower’s logo represents individuals and portrays the strength and support women gain when they connect and come together. The arrangement also aims to illustrate growth as the shapes become wider towards the edge.
Fearless, supportive and community first. These are mpower’s brand principles which guide the strategy and messaging.
The messaging is by no stretch elite or pushy and aims to communicate at a personal level while enabling the user to make choices themselves.
