Civic
A movement-led visual project focused on balance, breath, and presence. Civic sits within the wellness and fitness space, where clarity, calm, and physical awareness shape how the brand is experienced. The visual direction needed to feel light, intentional, and human, allowing motion and stillness to work together without distraction.
Deliverables
Art direction
Visual identity
Brand photography
Brand photography
Short-form film
Date
2025
Client
Maya Thompson
Industry
Wellness / Fitness
To introduce a refreshed visual chapter, Civic presented a series of motion-focused shoots centred around flow, posture, and controlled movement. Film and photography were used to capture moments of tension and release, creating a visual rhythm that reflects the physical and mental balance at the core of the practice.
Founded as a wellness practice built around mindful movement, Civic reached a point where its visual language needed to better reflect the experience it offers. The project explored how image and motion could convey strength without aggression, and calm without stillness. Through a measured process, the work focused on natural light composition, and fluid pacing, allowing the imagery to feel grounded, breathable, and connected to the body.
" This project brought greater clarity to how movement and presence are communicated visually. The process felt intuitive and considered, resulting in imagery that feels calm, focused, and aligned with the physical experience Civic aims to create.
Maya Thompson
Founder of Civic