Bace

Concepted from the ground up, Bace was born from the insight that while humans are wired for sustainability, modern fitness often treats the body as disposable. Developed in a deep-level partnership with global fitness authority Nicole McPherson (known to her 6 million YouTube subscribers as Move With Nicole) and her partner Bodie — a former soldier and martial artist, the challenge was to fuse the distinct disciplines of mat pilates and kettlebell training into one seamless online platform.

We were tasked with creating a rejection of quick-fix culture — focusing instead on a brand that feels permanent, human, and dedicated to training for real life.