Elly Magpie

Confidence-first fitness

What started as a clear idea didn’t scale with the brand. More classes, more formats, more visibility. But also more decisions, more interpretations, and less consistency. What once felt intuitive started to fragment. The brand started to blur.

Rewriting fitness culture

Most fitness brands follow a narrow set of visual and verbal codes. The same language of transformation. The same imagery. The same hierarchy of performance. This results in excluding people who don’t see themselves in it, and it makes brands indistinguishable from each other. Differentiation doesn’t come from saying something new. It comes from building a system that behaves differently.

We defined a position that was not only about what Elly Magpie stands for, but what it rejects: performance as identity, discipline as value, transformation as pressure. From that, we built a language system that reshapes how movement is experienced. Class names like First Move and Next Move replace performance tiers with personal progression. We developed a visual and verbal framework that carries this idea consistently across every touchpoint, from digital to in-studio experience. Instead of adapting to category conventions, the brand operates on its own rules. Every new class, format, or collaboration builds on a defined system rather than starting from scratch.

The result is a brand that stays consistent as it grows. A recognisable language system. A clear structure that scales across classes, communication, and collaborations without losing its edge.

This clarity created momentum.

The studio gained visibility, built a strong community, and attracted collaborations with figures like Madeleine Alizadeh and Charlotte Kuhrt. Media coverage followed, positioning Elly Magpie as a distinct voice in a crowded category.

VERY NICE STUDIO partnered with Elly Magpie from the very beginning, shaping the project strategically and creatively. We developed the brand positioning, identity system, illustration style, art direction, website and communication framework that allowed the community to grow around a clear idea: confidence through movement.