MVME - Art Direction: Digital, SOCIAL, Merchandise, Web
MVME is a conceptual heated movement studio for mind, body, and frequency. Each class is rooted in chakra energy, intuitive motion, and sound that heals. MVME turns movement into meditation.
01. INSPIRATION
As someone who cares deeply about wellness and spirituality, the mind-body connection is extremely important to me. I concepted and designed a complete branded system for a mind-body, chakra based hot movement studio. I wanted to create a space where emotion meets expression. Every bit of the brand is rooted in how frequencies and energy affect our wellness. Inspired by the energy centers of the body, MVME turns each class into a ritual of release, clarity, and reconnection to ourselves.
02. BRAND IDENTITY
The brand identity of MVME is both sleek and energetic. The colors and textures are cold so that the warmth of the brand comes from isolated energy. Think of it like the greyscale structure of the brand being the bones and the chakra colors being the soul. There are seven chakras associated with the colors of the rainbow: crown/violet, third eye/indigo, throat/blue, heart/green, solar plexus/yellow, sacral/orange, root/red. I wanted the brand to feel aesthetically pleasing but with healing and color as the heartbeat. This contrast plays with the design principle of rhythm. The balance of both sides is where MVME lives: aesthetically elevated, but emotionally alive.
03. EXECUTION
I designed MVME to translate somatic awareness into visual language. Each class’s theme reflects the energy of its corresponding chakra (and is color coordinated to match). From playlists to UI elements, every asset is rooted in intuitive symbolism and motion. The tone is motivational but honest. On the hoodie and ads, the chakras are deliberately placed where they fall on the body.
Another important part to MVME's brand is its chakra influenced class playlists. Music is vibration and so are we. Every beat, tone, and lyric speaks to a part of the body that’s listening, whether we’re aware of it or not. MVME uses music not just as background noise but as a tool for awakening. Grounding our Root. Clear, bright melodies activating our Crown. Each chakra responds to sound in a different way, unlocking movement, memory, or emotion stored within. When we move in sync with the music and the energy center it targets, we’re not just exercising, we’re integrating. Music becomes the bridge between consciousness and embodiment. Here are some example playlists for three of the seven chakras: solar plexus, sacral, and crown. I curated the playlists and the playlist art to match the brand guidelines.
Another important part to MVME's brand is its chakra influenced class playlists. Music is vibration and so are we. Every beat, tone, and lyric speaks to a part of the body that’s listening, whether we’re aware of it or not. MVME uses music not just as background noise but as a tool for awakening. Grounding our Root. Clear, bright melodies activating our Crown. Each chakra responds to sound in a different way, unlocking movement, memory, or emotion stored within. When we move in sync with the music and the energy center it targets, we’re not just exercising, we’re integrating. Music becomes the bridge between consciousness and embodiment. Here are some example playlists for three of the seven chakras: solar plexus, sacral, and crown. I curated the playlists and the playlist art to match the brand guidelines.
04. REFLECTION
MVME taught me how to merge emotion, music, and movement into something honest. It’s about form and energy working as a team, which is reflected in the design. Through designing this brand, I learned how to let visuals breathe, how to let emotion lead, and how to hold space through color, shape, and rhythm. This project reinforced that connection and consistency throughout is the ultimate goal.