BIO REFRESH
BRAND MESSAGING
WEBSITE COPYWRITING
MESS METHOD
After spending ten years building a leading fitness brand, Amber Hirsch had the opportunity to step away and consider the impact she wanted to make through her work. While no longer on the schedule, several of her committed clients reached out and encouraged her to open a studio of her own. Never one to shy away from a challenge, Amber threw herself in. Then, one week out from opening the studio of her dreams, the pandemic shut down business and forced Amber to pivot to virtual instruction. Amber reached out to quickly prioritize her online presence—to build a website that captured the essence of her mission and offered “MESS at home.”
"We couldn't have asked for a better fit for this project than you. You were an absolute joy to work with and bring MESS to life. You and your magical words are EVERYTHING.”
Collaborating with Steph of Mighty Within was a dream. I picked up as the brand design was wrapping, giving Amber and her business partner an opportunity to match the energy of the visual brand through written copy. We aimed to describe the meaning behind the name, make the connection between her journey and how she meets clients in their lives, and place greater emphasis on the distinction between her classes and other studios with cult-like followings. By taking her class myself and studying competitors in the space, I was able to veer away from overused language in the fitness industry, opting to focus on Amber’s dance and functional training background and how she designs each class specifically for women’s bodies. Amber grew a fiercely loyal community in Hoboken—members that flocked to the studio as soon as social distancing restrictions were lifted. The team has now grown to six instructors—all staunch advocates of the MESS method—who teach in studio and through the still popular virtual membership.