Project ShesFit.Tv

My Role: Creative Direction, Logo & Brand Identity, Videography, Post-Production & Editing

Client: ShesFit.Tv (Women's Fitness Platform)

Project: Brand Identity & Launch Video Campaign

Challenge: The fitness platform ShesFit.Tv aimed to establish an authentic connection with its target demographic of busy women, seeking to differentiate itself within the competitive wellness industry. The objective was to develop a brand identity and produce a video campaign capable of resonating emotionally, cultivating a sincere sense of community, and increasing new subscriptions.

Solution: As a comprehensive creative partner, my initial step involved designing the foundational logo and visual identity for the brand. Subsequently, I developed and produced a series of concise, inspirational documentary-style videos. These featured real women from diverse backgrounds in their authentic environments, emphasizing their genuine struggles and triumphs in balancing fitness, family, and career. I oversaw the entire production process, from filming to post-production—encompassing editing and music sourcing—to craft a compelling and emotionally resonant narrative.

Results: The video series was a significant success, resonating deeply with the target audience. The campaign directly led to a 50% increase in website traffic and a considerable spike in new subscriptions. The authentic storytelling fostered a strong sense of community, with overwhelmingly positive feedback from viewers who felt seen and inspired by the real-life stories.

Client: Heather Barbieri Nutrition Vixen (Founder & Master Trainer) 

Project Type: Commercial Brand Storytelling 

Objective: Create a diverse visual library to launch the "Nutrition Vixen" meal prep guide while reinforcing the founder’s authority as a fitness expert. 

Gear: Canon 7D | High-Output Continuous Lighting Array

The "Nutrition Vixen" brand is built on the philosophy that peak physical fitness is 80% nutrition and 20% exercise. The challenge for this photoshoot was to create a seamless visual transition between these two worlds. We needed to showcase the founder not just as an athlete, but as a mentor who provides the literal "ingredients" for success.

1. The Culinary Lab (Indoor Kitchen) Using a high-end kitchen as the backdrop, we staged a "live meal prep" environment. I utilized continuous lighting to mimic soft, natural daylight, ensuring that the vibrant colors of the fresh produce and meal containers remained true-to-life.

• Key Focus: Capturing the founder with her meal prep book, emphasizing accessibility and health.
• The Result: Professional, "clean-living" imagery that positions the book as a necessary tool for a healthy lifestyle.

2. The Studio Portraiture (Fitness & Form) Transitioning away from the kitchen, we utilized a neutral studio setup to capture high-energy fitness portraits.

• Technical Choice: The Canon 7D’s fast autofocus was essential for capturing the dynamic poses and the physique of the talent. By using continuous lights rather than strobes, I was able to see the shadows in real-time, allowing me to sculpt the lighting to highlight muscle definition and athletic form without the "startle" effect of a flash.
• The Result: Empowering imagery that serves as the "aspiration" for the audience reading her nutrition guide.

The success of this shoot relied on the founder's personality. We moved through a range of "vibes":

• The Expert: Calm and welcoming in the kitchen.
• The Athlete: Powerful and focused in athletic gear.
• The Relatable Mentor: Fun, high-energy shots (shaka signs and flex poses) to break the "sterile" feel of typical fitness photography.

This project demonstrates an ability to produce high-impact assets for the health and wellness sector. By showcasing that "staying fit is key to one's health" through both diet and movement, the imagery provides a complete marketing kit for social media, book publishing, and digital coaching platforms.

The final gallery successfully transformed a personal brand into a professional health powerhouse, proving that strategic photography is the most effective way to communicate a lifestyle of vitality.

My Role: Logo Design, Brand Identity

Client: Red Barn Farmers (CBD Wellness Brand)

Challenge: The objective was to develop a logo for the launch of the CBD oil brand Red Barn Farmers that effectively conveyed their dedication to natural, sustainable, and 'farm-to-table” production. The design aimed to evoke authenticity and rustic charm, while simultaneously appealing to a modern wellness demographic.

Solution: I formulated a brand identity based upon the concept of a “grower house.” The resulting logo is a minimalist design that thoughtfully combines a traditional barn silhouette with sleek, greenhouse-inspired lines. This synthesis of rustic allure and contemporary simplicity was intentionally crafted to reflect the brand’s natural origins and to resonate with its target audience.

Results: The finalized logo has endowed Red Barn Farmers with a strong, genuine, and versatile visual identity, facilitating a successful brand launch. It positions the company as a reputable entity within the competitive CBD sector, with a design adaptable to various applications such as product packaging, labels, and digital platforms.

This project involved the creation of a logo and brand identity for a CBD wellness enterprise, utilizing a minimalist "grower house" motif to communicate a commitment to natural and sustainable principles.