BACKBODY PROJECT
Branding, Copywriting, Performance Coaching

Backbody Project is a total-body in person and online workout based in science — that lifts, tones, and tightens your backside.

I came to this project quite literally from the ground floor. After my first class the business owner and I walked to a bar where we became fast friends lost in a mind meld of science, exercise, and eliminating gross body-shaming and fake religion from workouts. She immediately hired me to get to work on her branding.

My work started with helping to rename the brand from The Way ( a cult?!) ,parlaying into work that includes writing the manifesto, ongoing social media and web copy, short copy, and newsletters. As we’ve continued to work together, my role has shifted to creative direction tasks including branding updates, photo shoot guidance and direction, and new merch consultation.

I also get to wear my directing leotard and co-direct Backbody elite fitness instructors for both online and in-person engagement.