November 17, 2020
November 17, 2020
Liz Cuttica, corrective exercise specialist, barre instructor, and lululemon ambassador, is the brilliant owner of Milly Grey Movement. Through MGM’s branding and web design, I wanted to create a space that gives Liz’s audience a sense of the personal, safe, educational experience they’ll have when they work with her. Her clients need to feel understood and at ease before even booking her for a private session. Through the website, they’ll know that she is about so much more than just postpartum fitness – she’s about education and helping women understand their constantly changing bodies.
While designing her logos, branding, and website, I tried to strike the perfect balance between luxurious and playful. I created the logo with typography that felt unique, but refined in order to capture her audience with those special touches and the beauty in it’s simplicity.
To create a warm, inviting brand I pulled colors that feel rich, friendly, and airy. I love for the brand color palette and photography to feel cohesive so I was very intentional in my art direction for the photoshoot.
And I loved conceptualizing the photography for the MGM brand. I focused on highlighting and celebrating a woman’s body, just as Liz does in her business. With the talented photographer, Andrew Glatt, we captured beautiful lines and curves that create a gorgeous, organic flow throughout the site. We also dove deeper into the idea of these organic lines, by further distorting them with the reflection of a mirror. I think conceptually this also ties in to the distorted and confusing perspective a woman has of her own changing body through pregnancy and postpartum.
For the website, I combined clean, contemporary layouts with this layered artistic photography to create a look that feels refreshing and professional.
I’m so excited by everything Liz has already built with Milly Grey Movement and can’t wait to see it grow!
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