Brand

P.volve Rebrand

Manifesto, Concepting, Tone of Voice, Look and Feel

The ask

A friend of mine—an old creative partner at Equinox—got a call from another friend of mine—an old brand manager at Equinox.

She (sorry, brand manager) was at P.volve now, the fitness startup founded in 2017, dedicated to helping women discover the life-changing power of functional movement.

They needed a fresh direction for the brand.

They asked my old creative partner for help.

And my creative partner brought me in as the writer.

The concept

Inspired by the “personal evolution” element they wanted to push, and the organic, almost yogic nature of the workout—slow, deliberate motions, holistic ideas, yadda—we came up with the concept for the brand called “Natural Connection.”

We came up with a whole suite of assets for them—including my creative statement, which eventually became the V.O. for their brand launch video (top of the page).

Tone of voice. Moodboard (earthy). Photography guides, testimonial guides, my partner even did handwriting for select headlines and taglines I came up with.

We’d say they were happy. As co-founder Rachel said to us, “I’m obsessed with you guys. 🖤 🖤”

More execution

We gave the P.volve team the tools they needed to rebrand; my partner didn’t have the time to commit to extra. But I kept going.

They needed my writing services for a few more things. Their reimagined, proprietary workout method. And how they frame their classes. A landing page for their new recovery drink, Recover 9. Voice over copy to tell Rachel’s story to explain the rebrand. Their relaunched homepage. Email assets. PDP copy.

But mostly, my partner and I gave them the big ideas, design ethos, and language to completely reframe their business. And they took it from there.

The Method

Lines on IG

Emails