Creative Brief: The Boxing Club App Launch

Project Overview

Client: The Boxing Club
Project Type: Brand Photography & Visual Content
Objective: Create dynamic visual content for app launch that positions boxing and pilates as empowering, feminine, and accessible spaces for women

Brand Background

The Boxing Club is a women-focused boxing and pilates brand built on the belief that strength and confidence are cultivated through intentional movement. The brand seeks to normalize boxing as a sport where women can claim power, take up space, and feel unstoppable.

Creative Challenge

Combat the cultural perception that boxing is exclusively masculine. Showcase the intersection of power, athleticism, and femininity while visually communicating the brand's mission: boxing is for women, by women.

Target Audience

  • Women aged 25-40

  • Interested in fitness that feels empowering, not performative

  • Values strength, confidence, and community

  • Drawn to brands with strong visual identity and cultural POV

Creative Concept

"Power in Motion"

Capture the raw energy, rhythm, and intensity of women who box and train. Visuals emphasize dynamic movement, focused energy, and playful confidence. The shoot balances grit with grace, celebrating sweat, power, and femininity as coexisting forces, while keeping the mood light, energetic, and joyful.

Visual Direction

Mood: Energetic, empowering, playful, confident
Tone: Unapologetic, rhythmic, embodied, accessible

Key Visual Elements:

  • Movement & athleticism: Dynamic poses mid-action, kicks, jumps, and stretches that show strength and control

  • Playful moments: Trophy holds, ball tosses, relaxed floor poses that communicate joy and ease

  • Clean, minimal backdrop: Neutral studio setting keeps focus on the subject and movement

  • Casual femininity: Natural hair, minimal styling, real sweat, no performative "fitness model" aesthetic

  • Variety of angles: High angles, side profiles, ground-level shots to showcase form and athleticism from multiple perspectives

Color Palette:
 Navy blue and yellow brand colors on athletic wear, warm neutral backdrop, pops of red. Clean, bright lighting that feels aspirational but grounded.

Styling:

  • Set Active (MK’s partner) branded athletic wear (sports bras, leggings, shorts)

  • Chunky sneakers for a streetwear edge

  • Minimal accessories (wrist wraps, simple jewelry)

  • Vintage leather medicine ball and gold trophy as props that add texture and narrative

Music & Sound Strategy

A curated playlist was developed to match the rhythm, pace, and emotional arc of the shoot. Music drove the energy on set, influencing timing, movement, and the overall intensity captured on camera. The playlist mirrored the brand's identity: driving, empowering, and unapologetically bold.

Shot List

  • Hero shot: Mid-jump with trophy, pure joy

  • Athleticism: Dynamic kicks, pilates poses, stretches

  • Grounded strength: Kneeling poses with medicine ball, seated floor work

  • Playful energy: Ball toss, relaxed lying-down moments

  • Detail shots: Hands wrapping, glove adjustments, focused expressions

Deliverables

  • Hero images for app launch campaign

  • Social media content (Instagram feed + stories)

  • Web and marketing assets

  • E-commerce and product photography showcasing brand apparel in action

Key Messaging

  • Boxing and pilates are for women

  • Strength and femininity coexist

  • Movement should feel joyful, not punishing

  • Take up space. Feel unstoppable.

Collaborators

Creative Director & Photographer: Eleanor Vanecko
Client/Founder: The Boxing Club & Box United
Talent/Model: Marykate Vanecko, Alexa Kosior, Kendra Kuhlman

Outcome

The final imagery positions The Boxing Club as a brand that doesn't just offer a workout; it provides a mindset. The visuals normalize women in combat sports, celebrate physical power and playfulness, and reinforce the idea that boxing and Pilates are spaces where women belong. The clean, energetic aesthetic makes the brand feel modern, inclusive, and aspirational without being unattainable.