Working with Dell-Maree Day, a visionary body biomechanics specialist and inventor of The Invisible Exercise practise (TIE) was both enlightening and inspiring.
TIE ensures that every muscle in our bodies rediscovers and performs its true function which results in better posture, a stronger core and toned limbs without raising a sweat – therefore ‘invisible’.
She briefed us on designing a visual identity that reflected this ground-breaking practise and the concept of invisibility – quite a challenge!
As part of our search phase, our design and digital teams were treated to personalised weekly TIE sessions with Dell-Maree herself, which she believed was crucial for us to understand her unique methodology. Who were we to argue?!
Standing a little taller and a lot stronger, we then immersed ourselves in all things mindful and skeletal and came up with a unique typographic identity with custom letter forms.
We then applied this identity to a customised online learning platform, which features an introductory foundation program, a monthly subscription program, a blog and a members-only forum.