TrainSharpe Campaign
TrainSharpe is a fitness and nutrition application built specifically for the expatriate community in Dubai. The project focused on brand development, positioning, and launch strategy, with the goal of creating a product identity that resonated with English and American audiences living in the UAE.
The work began with in depth research into the target demographic, combining user interviews with market analysis to understand habits, motivations, and cultural expectations around fitness and wellness. This research revealed a gap in the market for a brand that spoke directly and authentically to Western expatriates, informing both strategic direction and creative decisions.
Based on these insights, a brand identity was developed that aligned with the visual language, tone, and values of the target audience. I led creative direction across the campaign, including video production and launch assets, while expanding into 3D modeling and motion graphics as part of the visual system. Production was executed using Adobe After Effects and Premiere Pro, with a focus on clarity, energy, and usability.
The campaign delivered strong early performance, with the app reaching over 5,000 downloads in its first week and ranking third in the Fitness category on the UAE App Store. User feedback highlighted the effectiveness of the explanatory video content, which helped build confidence and comprehension around the product’s features and onboarding experience.
