Don't Let This Tiny Bird Fool You


When Fitness EM asked for our help with their Empower fitness brand, we jumped at the chance not only to create the perfect identity for them, but to align with a company that is standing up to the way the fitness industry creates an unrealistic expectation for women.

We talked with lots and lots of women with lots and lots of opinions. The prevailing sentiment we heard was, “Who has time!?” Along with, “All those women look perfect and the websites make me feel guilty.” With this in mind, we set out to create a brand that speaks straight to women who want to get (and stay) healthy without living in the gym or investing in organic chia seed. One that embraces a holistic (and realistic) lifestyle approach without shame or guilt. A space where a chocolate chip cookie isn’t the end of the world.

Out of this big idea, the tiny bird was born. Small but mighty, the Empower Fitness bird embodies beauty, strength and more than a little sass. She became our inspiration as well as our brand guide. We stepped away from the sea of pink to a fresh blue with coral and lime accents and paired it with a fun and forgiving voice to create a world where tiny birds rule in the very crowded consumer fitness channel.