Belle Vitale - Autumn Calabrese
Creating the Brand
When approaching the branding for Belle Vitale, our team faced a unique challenge—this wasn’t just another fitness program; it was an entirely new category within the industry and for BODi as a company. Unlike traditional fitness programs that emphasize strength training or cardio, Belle Vitale was designed as a comprehensive lifestyle program integrating fitness, nutrition, proprietary supplements, and stress management to support women’s hormone health. Our goal was to develop a brand identity that reflected this holistic, science-backed approach while breaking away from the conventional fitness branding that BODi had used in the past.
Strategic Approach to Brand Identity
Messaging & Tone: We carefully crafted a brand voice that was both informative and empowering—striking a balance between science and accessibility. Since hormone health can be a complex and often frustrating topic, we focused on messaging that reassured women they weren’t alone in their struggles while providing them with a clear, structured path forward. The emphasis was on education, guidance, and long-term solutions rather than quick-fix results.
Visual Identity & Design Choices: One of the key departures from BODi’s traditional fitness branding was the decision to exclude weights and fitness equipment in the tile art imagery. While workouts remained an essential pillar of Belle Vitale, the visuals needed to communicate that this program was about much more than exercise—it was a full-body, inside-out transformation. The imagery instead focused on the essence of lifestyle change—moments of balance, nourishment, restoration, and empowerment—reinforcing the holistic nature of the program. Elsewhere in the brand assets, fitness was still represented, but in a way that supported the broader message of hormone health and overall well-being.
Emotional Connection: We recognized that hormone health is deeply personal, and our branding needed to reflect that. By incorporating Autumn Calabrese’s own journey and authentic storytelling, we fostered a sense of trust and relatability. The program was positioned as a solution for women who have long struggled with unexplained changes in their bodies, offering a clear and supportive path to feeling better from the inside out.
My role: Director, Content Development & Creative Producer
Creative Assets & Imagery
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