"Motivating young women to exercise, while feeling positive about themselves through fitness"
Fitness and sports brands are at the top of their game today, through social media they have a lot of influence on their followers. However, most of the fitness brands out there focus on the idea of six pack abs, a large toned bum and slim legs. The brand itself is about the influencer more than the actual fitness. This is very prominent in the way their Instagram’s are laid out, with fit toned images of themselves. This ‘influencer image’ is very difficult for most young women to achieve and sustain as well as feeling positive about themselves. This image leaves most women feeling depleted as they do not achieve this image or live up to the standards.
How can we achieve and sustain this near impossible body image? Do I have to spend hours on end at a gym on a treadmill? Will 1000 crunches get me those six pack abs? I am doing glute exercises, but my bum isn’t as big as hers, why?
The most important question that needs to be addressed in the world of fitness is…
How do I stay motivated and feel positive when exercising?
The brand Motive, is a fitness page for women that doesn’t focus on the idea that physical appearance is the only reason to exercise. Instead, its aim is to motivate young women to exercise while feeling positive about themselves through fitness. The way Motive gets young women motivated is by having an Instagram presence that doesn’t display transformation and ‘bikini ready’ images but instead displays tips and tricks for exercising, the positive benefits of exercising and animated workout videos. For the branding, I designed the Instagram posts, animated workout videos, an app prototype, and the branding and social media guidelines for the entire brand.
