Multifaceted writer and creative strategist with cross-industry experience across agencies, brands and entrepreneurship.
Case Studies
The Cube Club
Turning a lockdown habit into a lasting brand.
Brand Identity
Brand Strategy
Content Strategy
Social Media
About the Brand
The Cube Club is a home-fitness brand born in the pandemic with a simple idea: the easier it is to work out, the more likely you are to keep showing up. They make premium, space-friendly equipment for people who want to train at home without it feeling like a downgrade.
Problem & Solution
Problem
Sales were moving, but the brand didn’t look like it was. Online, Cube Club felt a bit scattered… no clear voice, no consistent identity. So a first-time visitor wouldn’t quickly get what they stood for or why they were different.
Solution
We started by figuring out what Cube Club should stand for online. What to say, how to say it and what they should look like. After a thorough audit, we shaped the brand’s positioning, personality and tone, then turned it into a simple system the team could run every month: clear content buckets, a steady posting rhythm and repeatable design + copy templates. The idea was that every post should drive home a singular point: premium home fitness that makes it easier to stay consistent.
Design Language
We made the feed feel as premium as the product - clean, minimal and confident. The bold yellow became Cube Club’s signature, balanced with dark neutrals, structured layouts and clear hierarchy so everything looked sharp and intentional, never cluttered. The copy followed the same suit: short, punchy lines with a fitness edge that was direct, motivating and never fluffy.
Campaigns
We created campaigns that were fun, platform-native and on-brand, so they didn’t feel like random bursts of content.
ASMR: The Music of Muscles & Movement
The Music of Muscles & Movement tapped into the oddly satisfying sounds of unboxing equipment, turning workouts into sensory content, pulling strong organic views.
Work it ‘n’ Win
Work it ’n’ win got people to post workout videos in return for discounts, driving reach and engagement through participation.
Cube Plays Cupid
This campaign used Valentine’s-week humour with product-led copy, keeping the brand light and cheeky without losing its fitness edge.
Real People, Real Stories
This campaign brought credibility and relatability by spotlighting real users showing the brand through lived routines, not just product shots.