Inspired by the movement in body positive social media spaces, Sweaty Betty launched a campaign to remind women everywhere that they don’t need to look a certain way, or hit a certain goal, before they can get their legs out. Life’s too short, so wear the damn shorts. 

The campaign was a collaboration with the spoken word poet, Sophia Thacker. Diversity, self-expression, empowerment, women and wellbeing. Sophia’s work focuses on everything this campaign is about and her body-positive piece encourages women everywhere to wear their bodies ‘loud and proud’.

I led and developed the design direction and campaign rollout, giving it a direction of strength and confidence, and wanting the impact to come through the typography and a simplistic colour palette.