The FitMum Method - AD

Brand Strategy, Branding & Website

The FitMum Method aims to help postnatal women rediscover and embrace their true selves.

Amy Dawson’s The FitMum Method is a tailored program designed with the well-being of postnatal women at its core. Our objective was to reshape Amy Dawson’s brand to more accurately reflect her holistic approach to postnatal fitness and mental wellness. 

We focused on creating a visual identity that would resonate with the target demographic, encapsulating the essence of the program’s transformative coaching.

Services provided

Brand tone of voice


Our primary challenge was to effectively communicate and align Amy’s passion for helping postnatal women with her brand identity. We recognised the need to accurately represent her pre and postnatal services and to capture the transformative essence of her coaching. 

To achieve this, we facilitated a brand strategy workshop, which was crucial in repositioning Amy’s branding to more authentically reflect her services. The workshop provided the clarity and direction needed to redefine the brand in a way that resonates with Amy’s vision and appeals to her target audience. During the workshop we pinpointed the unique aspects of Amy’s coaching philosophy and came up with The FitMum Method, a program that would capture all her knowledge from achieving her own results as a mum of three.

We also aimed to create new touch-points to create a full affect of the new branding, social media templates and a website and membership area, designed to attract and generate leads. 


The rebranding of Amy Dawson and The FitMum Method has brought a refreshed focus and clarity to Amy’s mission of empowering postnatal women. The new visual identity now effectively attracts the right audience and communicates what she is trying to achieve – to help postnatal women rediscover and embrace their true selves.

In parallel with the rebrand, we enhanced the brands digital touch-points, developing a user-friendly membership website complete with lead generation pages. This online platform serves as a welcoming gateway for potential clients, offering a clear path to membership and the wealth of resources Amy provides. 

By refining these points of online interaction, we’ve streamlined the journey for users, encouraging more sign-ups, grown her email list and made it easier to join and connect with The FitMum Method’s supportive community.

Original branding

Brand Strategy Workshop

New brand direction

Website Design

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