HANNAH RACKHAM
PORTFOLIO
Research shows that 50% of Gen Z & Millennial women feel they have to exercise in order to fit body ideals, leading to unrealistic goals, negative self-esteem & mental health.
Modern day wellness is marketed as a perfected" lifestyle through lean physiques, neutral colour palettes and unrealistic routines.
A gap in the market was presented to launch a wellness community called play, encouraging women to engage in fitness that is fun, rather than a pressure to perform.
play.
A brand concept launched as part of my university final major project. Play combats toxic wellness culture, presented through brand touchpoints of social media, app design & events.
WELLNESS THAT DOESN'T HAVE A LOOK
"MORE THAN THE FIGURE"
Promotional Imagery
THE STORY
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Play is a women’s fitness and wellness community that combats the aesthetic-based modern-day fitness culture. It's identity pushes the neutral "clean" colour palette of many fitness brands in the market today, due to this aesthetic having connotations of curated modern day wellness. Play incorporates a brighter colour palette and encourages a fun, relaxed approach to fitness rather than pressure to perform. The brand mission is to make the fitness industry more accessible and exciting for girls and women, supporting exercise and movement that feels right for their body, lifestyle and mental health.
The name of the brand also relates to the brand’s mission. The word “play” is defined by Oxford Dictionary as “engagement in activity for enjoyment and recreation, rather than a serious or practical purpose”, and also plays along with the light-hearted, fun tone of voice.
Social Media Marketing
Event Content
Community App
