BRAND CREATION IN THE DIGITAL SPACE FOR A GAME CHANGING FITNESS APP.
I spearheaded the creation of Flexi in collaboration with a team of serial entrepreneurs and an elite app development house in Cape Town. Backed by a Liverpool football star, this project represented the kind of high-energy, boundary-pushing brand development I’ve always been eager to take on. From establishing naming conventions and crafting a cohesive corporate identity, to designing digital marketing campaigns, social media strategies, and building a fully integrated web store, every element was designed to launch and scale Flexi with maximum impact. The project combined speed, strategy, and precision—much like a top-tier sports team—ensuring the brand hit the ground running and captured attention in a competitive market.
CONTENT CREATION
As part of the Flexi brand development, I led end-to-end content creation, producing engaging visuals, copy, and multimedia assets that aligned with the brand’s voice and identity. This included social media content, digital campaigns, web assets, and marketing collateral, all designed to connect with the target audience, drive engagement, and support the brand’s rapid growth. Every piece of content was crafted to reflect Flexi’s energetic and ambitious personality while maintaining consistency across all touchpoints.
MY TAKE ON THE PROJECT
Flexi was truly a bucket-list project—a rare opportunity to bring a vision to life with a team of passionate creators, serial entrepreneurs, and a globally recognised sports figure. Seeing the brand evolve from concept to launch in such a deliberate, meaningful way was incredibly rewarding. Every decision, from identity and content creation to digital and social execution, was guided by purpose and precision, ensuring the brand didn’t just enter the market—it made a statement. Being part of a project with this level of ambition and impact remains one of the most memorable experiences of my career.
