ollie allen creative - jess waterhouse fitness

branding

brand design

brand collateral

vintage-inspired

Jess Waterhouse is a former professional athlete who has built a thriving online presence through their engaging and relatable fitness/lifestyle content. As of May 2026, Jess has amassed more than 450k followers between Instagram and TikTok, and their newest venture focuses on personifying those relationships through personalised fitness coaching.

Through Jess Waterhouse Fitness, Jess aims to make fitness less intimidating and more enjoyable for all. Born from their love of staying active, they’ve created a safe space for anyone to begin their journey, set new goals and discover what they’re capable of.

Jess brings a wealth of knowledge, ensuring the client journey is science-based, but fuelled by fun and positivity. Unlike other personal trainers, Jess isn’t focused on smashing PBs, or pushing clients to their absolute physical limits - but more about building consistency, enjoying the process and feeling proud of themselves and their accomplishments along the way.

the brief

JWF can be summarised in 5 words: approachable, encouraging, relatable, community-driven and fun! This brand required a visual identity that not only represented these characteristics, but felt aligned with Jess themself and the visual identity already established within their online image. The result needed to feel familiar but fresh, comforting but energetic.

building the brand

Jess's online visual identity relates heavily to mid-century and retro aesthetics, featured within their personal style and home decor (prominently featured within their content). Further, these visual styles promote psychological responses of nostalgia, familiarity and warmth - intentionally chosen to build an overwhelmingly welcoming visual identity. This bold visual direction also provided the subsequent advantage of individuality - confidently standing out within the oversaturated (& lets be honest... boring) personal training market.

Glimpses of MCM decor in Jess's online content

JWF moodboard

the result

Working through the creative process, JWF's final form emerged from a solid, strategy-led foundation focused on representing business values while simultaneously feeling wholly representative of its well-known founder.