Capable is a mindset-first online fitness studio created to help women build long-term consistency, confidence, and self-belief through accessible strength, barre, pilates, and low-impact training.

Working with Adriana Blanc, fitness content creator and founder of Capable, I helped develop and maintain a visual identity that reflects the brand’s core values: community, accessibility, confidence, body neutrality, and non-linear progress. With an audience of over 300k followers on Instagram, Adriana’s platform required a design system that could feel both polished and approachable across multiple digital touchpoints.

The goal was to create communications that moved away from the pressure-driven language often found in fitness branding, instead positioning Capable as supportive, empowering, and realistic. The visual direction needed to feel warm, inclusive, and encouraging while still communicating structure, expertise, and results.

My work spanned brand identity, social media assets, digital communications, and content for the Capable app. I also supported ongoing social media design for Adriana Blanc and edited workout content for the app, ensuring that every touchpoint remained visually consistent and aligned with the Capable brand.

For women wanting to strengthen their self-belief and body confidence in life.

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Responsibilities

Visual identity, brand communications, social media design, app content editing, workout video editing, brand consistency, digital asset creation, and layout design.

Brand Direction

Capable’s identity was designed to communicate fitness as something sustainable, flexible, and emotionally supportive. The brand needed to speak to women at different stages of their fitness journey, from beginners to more experienced members, while reinforcing the idea that progress does not have to be linear to be meaningful.

The communication system focused on clarity, warmth, and confidence, helping Capable present itself as a welcoming alternative to traditional fitness programs built around guilt, comparison, or unrealistic expectations.

Impact

The project helped create a cohesive and recognisable brand presence across Capable’s platform, app, and social channels. By aligning visual content with the brand’s mindset-first approach, the work supported a more consistent member experience and strengthened Capable’s positioning as an accessible, encouraging, and community-led fitness studio. The business grew from 0 to 5000 members in 2 years.