Fit Mum Who Runs


Erin McPherson was a stay-at-home mum with huge ambitions. She now leads and inspires a team of over 100 people who distribute the popular JuicePlus products, and has been instrumental in creating a network of like-minded girls (well, mainly girls) who inspire and encourage each other to achieve great things. A self-described health and fitness lover (she's completed countless Ironman, half-ironman and Olympic distance triathlons in her time) she has a contagious enthusiasm for people to live their best lives, and with this business, the track record to prove it. 

She's a clever girl. Earlier in the year, we launched her brand 'Girl on a Mission' aimed at her mainly young, aspirational female audience (you can read a bit more about it here). Realising she could segment her audience and communicate with them more effectively in different ways, she decided to develop her blog Fit Mum Who Runs into a brand and website which could communicate with a slightly different demographic: mums who aspire to be 'happy, healthy and fit'.

The brief

To create a brand strategy, creative and design and build a Squarespace website for FMWR - a brand with a solid following that she'd established through Facebook and Instagram.

The Creative

Through the strategic process we devised a brand positioning and brand values, which we used to drive strategic creative decisions such as typography, colour and imagery style. With a visual creative strategy set, we embarked on the copywriting process in parallel with the website design.

The result is a vibrant, dare we say 'energetic' brand; aspirational enough to inspire, but down to earth enough to remain accessible to everyday mums with a desire to be fit and healthy.