01: sportswear motivation-driven engagement system
A performance-focused sportswear brand was seeking to deepen emotional connection with its audience and increase engagement through motivational storytelling. Although the brand had a loyal customer base, it lacked a structured way to reinforce identity, inspire behavioural change, and create a sense of belonging within its community.
I was brought in to design a behaviourally-informed engagement system that would:
activate motivation through emotionally resonant storytelling
align brand values with the identity of its community
build the foundation for future community rituals, events, and challenges.
the strategy
Develop a narrative architecture using nature as a metaphor for discipline, growth, and resilience—anchored in motivational psychology
Create a short-form visual experience optimised for emotion and resonance, designed to act as a micro-moment of identity reinforcement
Position the content within a habit-forming journey, encouraging users to associate brand interaction with motivational boosts
Integrate the experience into the brand’s wider community system (e.g. pre-workout rituals, digital challenges, onboarding emails).
the impact
Reached 1.3M+ accounts in 90 days with 2.49M+ video views, almost entirely through Reels
Drove 140K+ interactions and 112K+ engaged users, reflecting deep behavioural resonance and brand alignment
96% of reach came from non-followers, dramatically increasing the brand’s visibility and positioning it as a motivational force in the fitness ecosystem
Short-form content became the core vehicle for habit-driven identity reinforcement, helping users integrate brand touchpoints into their pre-workout and daily routines
Reframed the brand from apparel provider to motivational partner, laying the groundwork for future tribe-based engagement systems.
kw. lifestyle alignment, micro-moment activation, community habit loop design