Insight:
It takes a minimum of 21 days to form a habit.
This puts conditioning and keeping consistent in a more reachable time frame. Studies show that habit building is made of 3 parts of a neurological loop. This includes a goal, that is then developed through a routine and is completed with the reward.
Problem:
It's even harder for women to stay consistent as they are going through constant bodily changes.
By age 17, 50% of girls drop out of sports entirely because of these changes, and this is a problem. It's difficult for young women to consistently be their best when their body is inconsistent.
Solution:
We want to keep young women motivated to carry on conditioning and being their personal best, even when on their period. This is aimed to build a supportive, Life Long Community.
Team project with Leleese Francis-Lewis + Alyana Janelle Damasen
My roles: Co-Illustrator, strategist, designer, copywriter
21 Days Gymshark app
Posters
Featuring different women through empowering copy.Incorporating the branding of Gymshark while adding 3 shades of pink to have a subtle link to periods and femininity.
"21 days in the real world"
To spread our message of keeping consistent in a reachable 21-day cycle, we carefully selected a range of outdoor marketing to complete the full-scale advertising campaign.
This would last for 21 days straight, using the same message in our campaign and physically advocating it into our marketing method.
Gymshark x Whitney Simmons Athlete Collaboration:
Gymshark x Actionaid Charity Collaboration:
