(2022-2023)
(2022-2023)
BRAND AND BUSINESS DESIGN FOR FLEX
(2024 - 2025)
CLIENT :
FLEX MOTION CLUB
A MOBILITY AND STRETCHING COMMUNITY IN LIMA, PERU
BUSINESS INNOVATION
BRAND STRATEGY
"Nicole is deeply committed to her work and consistently exceeds expectations. I highly recommend working with her. She is truly professional in everything she does."
Yahir Alcazar, FMC Founder
​
"I was impressed by the level of detail and how deeply Nicole got involved in the business. The results showed her dedication and ability to deliver extraordinary work."
Juan Jose Roca Rey Valdez, FMC Founder​
(2/6)
LIMA, PERU
(CHALLENGE)
ADAPTING A U.S. MODEL TO LIMA
My clients initially came with the idea of replicating a popular assisted stretching model from the U.S. in Lima. They needed support to validate the concept and shape a brand strategy fit for local needs.
(APPROACH)
FROM ASSUMPTIONS TO INSIGHTS
We explored the local training landscape, interviewing potential clients and mapping their habits and preferences. We also conducted pilot sessions to observe real behaviour and test assumptions in practice.The research made it clear that the U.S. model wouldn't resonate in Lima.
The original model lacked product–market fit due to local habits, informal alternatives, and Lima’s logistical barriers.
(RESULT)
PIVOTING TO A BRAND THAT FITS
Rather than following typical fitness marketing, we took an unconventional approach by showcasing everyday people, including older adults, enjoying great mobility. This focus resonated strongly with the target audience and pleasantly surprised our clients.
We crafted the brand’s verbal identity, including the name, slogan, tagline, storytelling, and social media strategy. Finally, I directed the development of the brandbook and visual identity to bring the concept to life with coherence while making the brand relatable and approachable.
