Tone It Up| 6:40 With Katrina Scott
Tone It Up 6:40 is a 6-week program with 40-minute workouts and an accompanying meal plan led by trainer and brand co-founder Katrina Scott (Sports Illustrated Rookie of the Year ‘21). In the conception of 6:40, Katrina reflected on her own metamorphosis — from childhood to adulthood — as well as her own fitness journey. She set out to create a program that was just as transformative. Together, we created a vision that nodded to her 80’s childhood and her evolution as a woman and fitness trainer.
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Worked on: art direction & content strategy
Hero Sizzle
In creating the hero sizzle, we drew inspiration from legendary fitness icons like Jane Fonda and Suzanne Somers as well as cult classic workout videos like Cindy Crawford's Shape Your Body.
Set Design
We wanted the set to still feel connected to the brand’s Manhattan Beach lifestyle, but also nod to our vintage theme; so we created this indoor-outdoor living room right on the beach. The living room also had key elements like an old TV set, a full glass wall, and an original Thighmaster. The centerpiece was the butterfly print wall — a recreation of Katrina’s childhood bedroom.
Evolution of Fitness
Paid Ads
For paid ads, we targeted two approach:
1) keeping Tone It Up’s iconic beach lifestyle
2) speaking to the need for at-home workouts during the pandemic
Behind the Scenes
Butterfly Motif
. Beyond being a well-known symbol of transformation, the butterfly also has a personal connection to Katrina. It was the print chosen by her mother for her nursery as a child. We recreated the wall as a fixture of our set and found ways to weave it into the program assets including: videos, the meal plan. web banners, emails, the 6:40 journal, and social media.
