A brand that challenges the stereotype of who ballet is for.
Sarah is on a mission to break down ballet's barriers, so anyone can enjoy a ballet-inspired workout regardless of age, ability or what they look like. We built the brand around that energy: a get up and go mentality that inspires confidence in women over forty, with wellness, inclusivity and mental health at its centre.
The logo reflects that reimagining: a clean sans-serif wordmark with a distinctive cut in the S. Modern but not trend-led, and warm enough to feel like an invitation rather than a fitness brand shouting at you.
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A site that has to sell, teach and host a community.
Sarah needed a website that could do justice to the depth of her brand and the breadth of what she offers, from online programmes and retreats through to a thriving membership community. Those are three quite different jobs, and most sites only manage one well.
The site guides visitors naturally towards her programmes while giving members a frictionless route into their own portal. At the centre of that sits a bespoke dashboard putting content, community and progress in one place, so signing in feels like arriving somewhere rather than opening an account page.
Membership lives or dies on whether people come back.
Signing up is the easy part. Every feature here exists to keep members engaged, connected and returning, which is the difference between a membership that grows and one that quietly churns.
Built specifically around Sarah's programmes rather than bent out of an off-the-shelf platform, so evolving courses and challenges can be delivered the way she teaches them.
Content, community and progress in one organised space. Members see where they are in a programme and what to do next, which is what keeps people going past week two.
A central hub for training videos, exercise plans and nutrition guidance, filtered by level, style and goal so members find what suits them rather than scrolling a library.
A virtual hub for real-time sessions, question and answer slots and expert-led discussion, which turns a content library into something that feels live and attended.
An integrated calendar covering upcoming events, live streams and Q&As, so the programme of activity is visible rather than announced by email and missed.
Members connect around shared interests, levels or locations. In a membership built on encouragement, the peer relationships do as much work as the content.
