Fluxx
A complete brand world for an evidence-based midlife wellness platform, including positioning, an identity framework, a brand story, a creative concept, a private client portal, and funnel architecture. A brand built to challenge the narrative that menopause is the end of the story. We call it: Tools for Change.
Fluxx is replacing the deficit narrative around perimenopause and menopause with evidence-based, psychology-led bootcamps designed as growth opportunities. They knew the work. What they needed was a brand world to hold it. Subfracture built it with them.
An identity system built on the concept of “Fluidity”, movement, progression, momentum. Authentically feminine without the clichés, no pinks, no purples, no wellness theatre. A brand that feels energising, bold, and warm. “You’re not losing your mind, you’re growing a new one.” A brand story framework built on four strategic proof points: Science (not wellness theatre), Craft (acknowledge complexity), Humour (the friend who makes you laugh mid-meltdown), and Belief (small actions drive lasting changes). Brand essence: Growth not decline. Guides, not gurus.
- Brand World Strategy
- Competitive Positioning
- Brand Identity Framework
- Brand Story Framework
- Creative Concept
- Design Brief
- Private Client Portal
- Funnel Architecture
- Growth Strategy