FitnessTime ladies recently announced the opening of 40 new branches around the kingdom. With this new operation, I was tasked to create a concept revolving around their target audience. I based my concept around the insight; "Your beauty isn't shown through makeup. It is found through exercise and taking proper care of your health". I constructed my art direction by using elements that the target audience can relate to and ensuring the objectives of the client are still communicated creatively.