Momentum Health Club is a community-led health and fitness platform built on one idea: staying healthy should feel social, welcoming, and sustainable, not intimidating or competitive.
I designed across Momentum's design system, website, marketing, events, and social media, so the brand would look and feel the same wherever someone met it.
Fitness tends to feel either transactional or niche. Plenty of people want to get healthier, but struggle to find a community welcoming enough to keep coming back to.
Momentum needed a digital experience that showed its community-first approach and made events and activities simple to understand and join.
I worked on both the product and the brand. That started with understanding who Momentum's members are, what motivates them, and what stops them, then mapping how they discover and join activities. From there I shaped the information architecture and the website, built the design system, and designed the marketing, social, and event material, keeping it all consistent online and off.
Before anything gets polished, I try out different structures with paper sketches, wireframes, and user flows.
A big part of my work was building the design system from scratch: typography, colours, spacing, components, layouts, and interaction patterns.
The goal: Momentum should feel like one brand, whether someone finds it through the website, an Instagram post, an event poster, or in person.
The project was paused midway, so there are no launch results to share. What's here is the research, structure, and system work up to that point, and the thinking I'd pick back up.
