When creating the name and identity, we needed to reflect the product’s strength and confidence. Fierce and the marque captured the bright and empowering spirit that was going to get more women into weightlifting.

The smooth two-page, mobile friendly, e-commerce site introduces the brand with a pace and clarity that communicate the belts’ features and benefits effectively. The swift route through to purchase is also crucial usability to get the sale over the line.

With Instagram content being posted onto the site live, becomefierce.com can keep customers inspired and up-to-date with the latest images and videos from the gym floor.

Since launching Fierce has gone on to win Richard Branson’s Virgin Startup Takeover competition, and is gaining a big reputation fast by collaborating with Rio Olympic hopeful, Sarah Parker, to produce a bespoke belt for the Games.