Role: Art Direction, Brand Identity, Creative Strategy, Design, Website

Move with Agnes was created to support the launch of Agnes’ new fitness app - a platform focused on mobility-led strength training and movement for longevity. Designed primarily for women, the app encourages a more balanced and sustainable approach to fitness, helping users build strength, confidence and resilience in a way that supports everyday life.

What excited me most about the project was the opportunity to take something deeply scientific and turn it into a brand people could feel part of. The challenge was balancing the science with a sense of warmth and humanity. In such a noisy category, the identity also had to stand apart - translating complex science into something intuitive enjoyable, and easy to use.

The final identity brings those two worlds together. A custom brand mark inspired by body positioning and flexibility sits at the centre of the identity, helping create a recognisable visual language that could flex across the app, website and wider communications. This is paired with bold typography, curved graphic treatments and a soft but energetic colour palette designed to bring a sense of femininity and optimism to the brand. Photography direction focused on capturing movement in a way that felt strong and aspirational whilst still feeling natural and relatable.

To support the app launch, I also designed and built a fully custom Squarespace website that introduced Agnes’ philosophy, programme structure and coaching offer in a way that felt clear, engaging and easy to navigate. The digital experience was designed to feel like a natural extension of the brand - balancing storytelling, usability and conversion throughout.