KEEP ME CURVY
THE FEMININE WEIGHT LOSS METHOD
PROJECT TYPE:
Branding
LOCATION:
London, UK
DATE:
2025
ROLE:
Lead Graphic Designer
LINK:
Keep Me Curvy. A space for women who are ready to transform their bodies and their lives using fitness, nutrition, self-love and the power of the mind.
The brand guideline reflects Keep Me Curvy’s commitment to consistency and quality. It defines the visual and verbal elements that represent the brand’s corporate identity—including the logo, name, typography, colour palette, photography style, and other key assets.
As the Graphic Designer, I led the development and implementation of a cohesive brand identity system. This included designing visual standards for 5+ marketing campaigns, and other material.
I also authored and edited the brand guidelines, ensuring messaging consistency across platforms and reducing campaign preparation time by 50%.
"This experience deepened my skills in brand systems thinking and cross-functional collaboration."
Here below you'll see a sample of the design and the design process:
objective
Revamp Keep Me Curvy's brand identity, enhance packaging design, & establish a cohesive digital and social presence to elevate market positioning.
Reinforce brand tone: bold, inspiring, feminine, empowering, and inclusive.
Reduce campaign prep time through a clear design system.
Focus on the Target Audience:
Women who embrace or want to embrace their curves women who are Fashion-forward, live or want to live a healthy lifestyle and body-positive individuals.
Individuals looking for a community that celebrates confidence, inclusivity, and self-love.
Challenges
Keep Me Curvy is growing rapidly and needed a professional visual identity to reflect its empowering ethos.
The brand required a consistent look and feel that could scale across digital and print while resonating with women on a transformative journey.
The challenge was to align the brand’s visuals with its values of strength, self-love, and feminine energy, confidence, playfulness and inclusivity, while remaining practical and cohesive across campaigns and platforms.
Research & Insights
Through a review of existing competitive benchmarking, I identified a gap:
The audience was looking for more polished, motivating, and aesthetically cohesive content that aligned with their values and aspirations.
Key insights:
Audience responded positively to warm, empowering visuals.
Clear, confident typography helped drive motivation.
Photography needed to reflect body positivity and strength.
Brand Strategy
I positioned Keep Me Curvy as a bold, vibrant, and empowering brand that celebrates diversity and transformation.
The strategy focused on unifying tone and visuals across channels, with a strong emphasis on self-love, discipline, and community.
Tone of Voice: Empowering, playful and fun, and fearless.
Design Direction: Clean, feminine energetic; bold type and expressive imagery.
Core Message:
“Helping Women Lose Weight & Keep Their Curves.”
“Transform Your Body, Transform Your Life!”
“Small steps, lead to big results.”
Brand Solution
Developed the full brand guideline including logo usage, colour palette, typography system, and photography style.
Authored and edited the tone of voice and messaging guide for brand-wide use.
Selected a warm, inclusive colour palette paired with clean, confident typography.
Created templates for email marketing, social media, and print to ensure scalability.
Designed 5+ multi-channel campaigns with consistent branding and CTA alignment.
Delivered branded email templates to streamline communications.
Results & Impact
Reduced campaign preparation time by 50% through the creation of reusable templates and a centralised brand toolkit.
Enhanced brand recognition and trust through consistent application of brand visuals.
Community engagement improved with more consistent, professional visual storytelling.
