Glossy American fitness brand Xtend Barre wasn’t built for a no-nonsense Aussie audience. After taking the class, I noted that although it may look Insta-ready, it was also a bloody tough workout.

Using this insight, I created a powerful brand for strong Aussie women from tone, to comms strategy, to naming. We used a graphical line to represent the barre and also separate juxtaposing words. It showed when you come to Xtend, you're a woman who can do both.

In a sentence: The beauty of barre with the burn of a full-body workout, in a welcoming community. All our comms have an element of these three points.