Grounds is a fitness and wellness app built by women, for women — designed to inspire sustainable movement, build confidence, and foster genuine connection. With a focus on community-led programming, real results, and inclusive storytelling, Grounds combines expert workouts, wellness tools, and a supportive digital social media space to help women thrive in and beyond their fitness journeys.
As a Social Media & Brand Designer, I worked across a variety of campaigns, challenges, and product initiatives to visually and strategically bring the brand to life across digital platforms. Below are a few highlights from my time with the Grounds team.
CAMPAIGNS
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CAMPAIGNS ⋆
The Only Limit is You.
The Grounds Olympics was a brand-led digital app event created to drive community engagement, wellness motivation, and brand loyalty within the Grounds fitness app audience. Designed as a 4 week-long, interactive competition, the campaign invited users to complete daily challenges, track their progress, and cheer on teammates through custom-designed Instagram stories, in-app content, and shareable templates.
I led the creative direction, design, and copy development for the campaign, ensuring a cohesive visual identity and playful, competitive tone that aligned with the Grounds brand. From event branding and daily assets to social rollouts and winner announcements, the Grounds Olympics was not only one of our highest engagement initiatives of the summer season — it also set the tone for future community-driven programs in our app.
Let’s Walk!
The Grounds Hot Girl Walk was a community-driven activation designed to bring the digital community together in real life. Hosted in Houston, TX, this event invited users of the app and local supporters to lace up, move with intention, and celebrate the power of walking alongside other women.
From social rollouts to event signage and walk-day materials, I developed creative that emphasized movement, friendship, and a redefined sense of “hot girl energy.” The campaign reinforced Grounds’ core values — connection, consistency, and joy — while turning a trending moment into a meaningful brand touchpoint.
Run4UrLife!
Run4UrLife was a dynamic, cardio-focused campaign designed to encourage Grounds users to incorporate more heart-pumping movement into their fitness routines. With bold red branding and a playful edge, the initiative emphasized the importance of running and interval training, offering community motivation and challenge-based incentives.
Through engaging visuals and interactive story content, the campaign energized the Grounds community to lace up and run with purpose.
For Black Friday, we introduced the Groundskeeper — a playful, cryptic character who teased out deals in mysterious, story-driven posts leading up to launch. Through suspenseful visuals, glitchy graphics, and cryptic copy, the campaign turned traditional sales promotion into an immersive experience.
Each day closer to Black Friday revealed new hints, creating buzz, intrigue, and anticipation around the app’s limited-time offers — blending narrative with commerce in a way that kept users guessing (and tapping).
It’s Giving Season!
Grounds celebrated the season with 12 Days of Fitmas, a joyful campaign designed to surprise and delight. Each day, a new giveaway dropped — from free memberships to exclusive wellness goodies — rewarding users for staying consistent through the holidays.
The creative leaned into playful, festive language (“it’s giving Fitmas”) and cozy visuals to keep spirits high, workouts going, and community engagement strong through the year's end.
The next Grounds Girl.
The Grounds Transformation Search was our first-ever 12-week global fitness challenge in partnership with Buffbunny Collection. Thousands of women joined the movement to commit to their wellness goals — mind and body. The campaign culminated in a community voting experience, where the Top 16 participants out of thousands were selected to share their stories and inspire others.
Through bracket-style Instagram polls, users voted daily to crown the ultimate Grounds Girl, celebrating strength, growth, and transformation at every stage. The campaign included email marketing, social storytelling, video testimonials, and branded graphics to create a high-energy, community-driven experience.
