Many of us grapple with our body image and our weight. We consider trendy diets and crazy exercise regimens; we worry about how we eat, how much we eat, and balancing our hectic lifestyle with enough sleep and foods with ingredients we can pronounce. Safia experienced this same anxiety for much of her life and struggled to find a sustainable way to take care of herself. Through years of training and trial–and–error she developed a better understanding of herself and typical behaviours that had hinder hers — and others — progress.
She partnered with IronGroup in London to develop a platform to accompany clients through this journey to a healthy, balanced lifestyle based on diet and exercise. The challenge was to create a name, brand and story that reflected Safia’s drive to help others be their best selves.