The project represents Dirt’s most extensive assignment to date.
Female-led creative collective Dirt has unveiled the creative architecture behind Bace, a fitness platform created by fitness entrepreneur Nicole McPherson and performance coach Bodie Larden.
The project represents Dirt’s most extensive assignment to date, with the agency responsible for the platform’s naming, strategy, visual identity, creative direction, content production, and website design and development.
Agency develops end-to-end brand ecosystem
Dirt positioned Bace as a long-term wellness platform designed to stand apart from a fitness market often characterised by short-lived trends and highly standardised visual identities.
The platform combines Mat Pilates and kettlebell training within a single digital offering focused on accessibility, sustainability and long-term participation. According to Dirt, the project reflects the agency’s expansion beyond traditional branding into broader creative systems and digital ecosystem development.
Alessia Murer, Co-Founder, Dirt, Lou Wright, Co-Founder, Dirt, and Amber Dempsey, Co-Founder, Dirt: “The vision from Nicole and Bodie was clear from the outset. The community has enough to contend with already; they don’t need more things that feel hard or unattainable. They need a brand that feels permanent and built for real life.”
Creator economy drives platform development
The launch also highlights the continued growth of creator-led businesses, as audiences increasingly expect creators to build products and services that extend beyond social media content.
For Dirt, this meant developing Bace as a fully realised platform capable of supporting a global user base from launch, rather than focusing solely on visual identity and communications.
Partnership expands wellness offering
Nicole McPherson, known to her audience as Move With Nicole, worked with performance coach Bodie Larden to develop the platform. Together, they sought to create a wellness ecosystem that could evolve beyond McPherson’s existing digital content.
Nicole McPherson, Creator and Founder, Bace: “We wanted to cry when we saw the work. Dirt are ridiculously talented and completely blew us away. Their skill and, most importantly, their heart shows so much in the work they do. We feel so lucky that they believe in the brand as much as we do.”
Focus remains on long-term brand building
Following Bace’s market launch, Dirt said its wider ambition remains centred on creating brands designed for long-term relevance rather than short-term visibility.
The project reflects the agency’s growing focus on building connected brand experiences that combine strategy, identity, content and digital infrastructure within a single creative framework.
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