Moov is an activewear and fitness brand I ideated in 2022 after experiencing a sports injury that led me to research women’s health and athletic participation. I discovered that women often face psychological and social barriers that discourage movement, strength training, and athletic expression which inspired me to imagine a brand built for women and by women.
Moov celebrates confidence, capability, and the joy of movement. The branding is bold, playful, and full of motion, with a logo designed to feel fluid and energetic. I challenged myself by choosing vibrant colors not commonly used in activewear, reinforcing the brand’s mission of embracing movement without taking yourself too seriously.
Tools & Skills: Adobe Illustrator, Photoshop
Moov
Fitness + Apparel
branding + identity // logo design // advertising // art direction
The Logo
For the Moov logo, I wanted to visually express the core idea behind the brand: movement.
I explored various flowing and dynamic forms to create letterforms that felt active, particularly the “M.” This “M” was then integrated into the wordmark, maintaining the same silhouette while refining the endpoints for clarity and balance. The flowing squiggle-style mark also became a key branding element, appearing across advertising and digital platforms. It works as a connective visual motif that links different components of the brand system and adds a sense of motion throughout the design.
