When Nicole McPherson and Bodie Larden reached out to us last year, they had two things: a pioneering training methodology and an incredible, dedicated community.

Over the preceding years, Nicole had built an immense global legacy, amassing nearly 6 million subscribers on her Move With Nicole YouTube channel. The audience was there and the authority was undeniable, but the physical translation of their next chapter was an open canvas.

They came to us with a rough interim name, a core desire to fuse mat pilates with functional kettlebell strength, and a deep conviction centered around human longevity. They knew exactly what they wanted people to feel and what they wanted to do, but they had no blueprint on where to start.

Phase 1: Origin

During our initial brand exploration phase (what we internally call Phase One: Origin), we looked beneath the surface to establish the brand's core strategy, story, and tone of voice. We dove deep into the cultural landscape of modern fitness to unpack the friction the wider community is facing. The industry is flooded with hyper-curated bodies, fleeting digital trends, and a lot of noise, leaving everyday people feeling overwhelmed, time-poor, and struggling to maintain consistency amidst chaotic schedules.

To anchor our thinking, we mapped out three distinct archetypal audiences:

1. The Crafty (the hands-on tradie working through old injuries)

2. The Goats (the purposeful, low-ego performer focused on long-term health), and

3. The Powerhouse (the high-performing professional craving grounded balance)

When analysing what truly bound these seemingly different groups together, we pinned a single strategic note to the wall that completely redefined the trajectory of the project. It was the note Nicole and Bodie resonated with most deeply: "They all just want to feel good, move well, live well. Because they have enough shit going on."

That exact piece of human truth became our filtering metric. It proved that this shouldn't be another superficial workout subscription, it needed to be an elemental lifestyle ecosystem that made fitness feel human again.

From that single anchor, the name Bace was born: a rhythmic play on "base" and "pace" that serves as a stark reminder of the physical foundations you build from and the individual pace you honour.

Phase 2: Formation

With the strategy locked, we moved into Phase Two: Formation (the stage where we translate strategy into reality, shaping the visual identity and logo architecture while developing the structural guidelines, iconography, and UI/UX systems), to shape the foundational elements that would give life to this identity. We explored a core creative direction rooted in "Revised Rituals," honouring the body’s original blueprint but reframing it for modern nervous systems.

To bring this to life, we built a visual identity that balanced strength with softness. The challenge wasn't to create a brand that felt masculine or feminine, but one that felt equally at home in both worlds. Every decision, from the icon and typography to the colour palette, imagery and stripped-back interface, was carefully considered to create a visual language that welcomed everyone without compromising its point of view.

We custom-built a modular primary wordmark that reflects biological flow and structural balance. Alongside it, we introduced an expressive secondary typeface to add some grit in areas where it made sense - the soft, inflated forms subtly reference muscle fibres and skeletal joints. The primary palette was pulled directly from nature, pairing anchoring slate greens, deep clay browns and stone off-whites with a vibrant terracotta burn accent that injects warmth and energy.

When it came to the digital experience, the website and custom member dashboard were designed to mirror an interactive design manual. We traded the cluttered visual language often associated with fitness for a calm, editorial interface built on generous white space, high-contrast grids and purposeful restraint. The result is a platform that feels equally premium, approachable and enduring: never leaning too heavily into either extreme.

Beyond front-end beauty, we engineered an automated back-end matrix using live webhooks and instant triggers. This seamlessly handles verification, secure account setups, trial reminders, and retention loops: ensuring entering the digital Bace ecosystem feels as warm, supportive, and premium as walking up to a physical front desk.

Phase 3: Gravity

As we neared the launch window, we moved into Phase Three: Gravity (our final phase focused on refining the final assets, exporting brand guidelines, and engineering an expansive digital or spatial presence built to pull an audience into the brand's world), to enter our execution phase and finalise the social strategy, discarding the typical, hyper-manicured fitness playbooks in favour of a content engine titled "Life in Movement".

We structured a balanced feed split between "Performance" (cinematic kettlebell and mat pilates sequences designed to showcase the energy of the training) and "Presence" (which utilised breathwork, recovery techniques, and quiet visual pauses to deliberately slow down the user's feed).

The Results: Instant Global Impact

We executed a strategic 4-week pre-launch hype campaign that caused their Instagram channel to surge with organic anticipation. By replacing standard corporate pitch tactics with real human connection, the pre-launch strategy delivered remarkable results with zero paid media spend:

• Pre-Launch Hype: Scaled an organic social audience to over 7,500 highly engaged followers in under a month.

• Category-Defying Conversion: Generated nearly 6,000 waitlist sign-ups, achieving an astonishing 80% follower-to-waitlist conversion rate (far exceeding the 2-5% industry average).

• Day-One Surge: When the official Bace platform debuted on the evening of Monday, June 1st, the sheer volume of global traffic moving through the network instantly overloaded the servers.

• Immediate Commercial Scale: Converted over 850 active members on day one, instantly establishing Bace as a thriving, recurring global membership business.

Built Beyond the Screen

While Bace was engineered primarily as a digital-first world to hold a borderless global community from day one, we built this identity to live far beyond the screen. By centering the entire brand around timeless, elemental movement principles rather than passing software trends, we created an enduring framework.

The repeated cross-sections of our visual assets are already pre-engineered to seamlessly shift into physical environments: paving the way for custom-manufactured Bace equipment, premium lifestyle apparel, and physical training sanctuaries across the globe. The digital launch is just the baseline; this universe is only getting bigger.