Overview

I co-founded a fitness startup called MyWorkouts while completing my Master’s in Digital Social Media. As Head of Creative Strategy, Design, and Education, I defined the brand identity, developed the creative strategy, and designed the educational content system that introduced users to the platform.

The product centered around a proprietary exercise database where each movement was tagged by muscle groups, equipment, and experience level. This allowed users to automatically generate customized workouts or search our workout library based on constraints such as equipment availability, injuries, training preferences, and time.

TLDR: This is how I funneled 14,000 monthly users and over 1000 weekly active users to my startup's website through organic search
SERVICES: Creative Strategy, Brand Strategy, Brand Identity Design, Social Media
INDUSTRY: Music

The Challenge

MyWorkouts had a strong technical foundation but lacked the strategic framework needed to attract and guide users to its core functionality. The challenge was transforming a complex workout generation tool into an approachable experience for beginners.

This required developing a clear visual identity and a brand voice that resonated with new fitness users, differentiating MyWorkouts within the saturated fitness content market. That voice was then applied to an acquisition funnel designed to introduce users to the platform and guide them toward its core features.


The Goals

  • Establish a recognizable brand identity and visual system
  • Define a clear brand voice that felt approachable and educational
  • Create a content system that addressed the needs of beginner fitness users and acted as an acquisition funnel for the exercise search and workout generator

The Solution

  1. 1. Brand Identity Design

    • Develop a comprehensive visual identity system including logo, typography, and color palette
    • Establish the brand voice and tone for all content and communications

  2. 2. Creative Strategy

    • Build an SEO-driven content ecosystem designed to attract beginner fitness users through organic search
    • Organize that content into a funnel that directs users toward the MyWorkouts workout generation and search tools

The Process

  1. 1. Research & Discovery

    • Immersive Insights: Conducted 20+ interviews to identify barriers like gym intimidation and conflicting advice, positioning MyWorkouts as an approachable, educational guide.
    • User Journey Strategy: Identified the need to transition users from general fitness confusion to a structured, muscle-growth or fat-loss focused production funnel.

  2. 2. Design Execution

    • Visual Brand Identity: I developed a visual brand identity using rounded shapes, cool-toned colors, and high-clarity typography across all core platform pages.

  3. 3. Creative Strategy

    • Organic Funnel: Managed a team to produce 20+ SEO-optimized articles that served as entry points, directing users from educational content to the proprietary workout generator.
    • SEO Optimization: Designed all exercise and workout database pages with targeted keywords and internal linking to maximize search visibility and authority.

The Outcome

  1. 1. Resonant Brand Identity

    • We established an approachable voice and visual system that successfully transitioned users from "fitness confusion" to structured guidance, as confirmed by early user feedback.

  2. 2. Organic Growth Through Search

    • We scaled the platform to over 14,000 monthly visitors and 1,000 weekly active users through SEO-driven content that secured top-five Google rankings for targeted fitness keywords.

  3. 3. Successful Funding

    • We leveraged organic growth data to validate the business model, helping the company secure over $15K in a first round of friends-and-family funding.

Post Mortem
in the Age of AI

If I were establishing MyWorkout's brand today, modern AI tools would significantly accelerate research, content production, and audience analysis.


  1. 1. Brand Positioning & Audience Research

    • AI tools such as Google Gemini could be used to analyze large volumes of conversations across Reddit, Instagram, Quora, and TikTok in order to surface common beginner fitness questions and barriers and identify recurring user frustrations around starting a fitness routine aimed to change body composition

  2. 2. Custom GPT as Central Brand Guide

    • ChatGPT could function as an internal collaborator for brand voice and content creation for outlining blog posts and organizing educational content
    • I would equip it with scientific research on muscle growth, fat loss, sleep, and recovery, as well as transcripts of podcasts from trusted fitness educators such as Jeff Nippard, Joe Delaney, and Dr. Mike Israetel, and a brand playbook for MyWorkouts
    • From there, the custom GPT could help keep a consistent brand voice across educational materials, initial blog post outlines, and help polish existing articles in order to maintain a consistent brand voice grounded in trustworthy information

  3. 3. AI-Assisted Content Creation

    • AI tools could generate visuals using services like https://www.napkin.ai/ to embed into the blog posts, breaking down more complicated concepts such as progressive overload, hypertrophy training, and recovery cycles for our beginner audiences
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