Why it mattered
ELLE UK had never made a podcast before. Why I… Move was the first, built in partnership with Nike's Well Collective, and I led the entire visual identity from the ground up.
The series brought together women from fashion, sport, music, and culture to talk about movement, not as exercise, but as something more personal. The brief sat at the intersection of two of the most recognisable brands in their respective worlds. The creative had to honour both without being consumed by either. It needed to feel like ELLE, move like Nike, and hold its own across every format and platform it landed on.
Building the identity
The logo started with ELLE's own typography. The brand equity was too strong to ignore, and drifting from it would have been the wrong call, but I needed to introduce a sense of motion without making it literal or heavy-handed. A subtle directional quality in the letterforms did that work quietly, keeping the mark visually anchored to the magazine while signalling something new.
For colour, I pulled directly from a recent ELLE cover rather than reaching for something invented. That decision kept the podcast feeling editorially rooted, reinforced continuity with the wider brand, and gave it enough warmth and energy to sit comfortably alongside Nike's palette. Nothing arbitrary. Every choice had a reason.
Across every touchpoint
From animated shorts for Stories, Reels, and TikTok, to in-article graphics, podcast platform visuals, and out-of-home support, I built out the full suite of assets. The brief was coherence across contexts that are genuinely quite different. What reads on a phone screen at speed needs to hold up on a billboard, and the motion needed to feel considered rather than decorative.
Animated short-form video for Stories, Reels and TikTok
Article Ignition image
Why I... Move podcast on the Apple Podcasts home page
International Reach
The campaign didn't stay local. Flyposters went up simultaneously across London, Milan, Paris, Berlin, Barcelona, and Amsterdam, meaning the identity had to travel across six cities and multiple visual cultures without losing anything. It did.
Out of Home campaign
How it landed
Why I… Move passed 1,000 downloads in its first month and was featured on the Apple Podcasts homepage at launch. The show is now in its third series, with guests including Nia Archives, AJ Odudu, and Ellie Goldstein, and the identity I built at launch is still running today.
For a first podcast from a brand with no prior presence in the format, that kind of longevity doesn't happen by accident. A strong visual identity gives a show something to grow into. This one did exactly that.
