WHAT MOVES YOU? Promoting an Active Lifestyle for Women
Final Bachelor Thesis Project
Design Research / Spatial Design / Visual Design
2024
The rise in lifestyle-related diseases in India is largely driven by a lack of physical activity, especially among women. Traditional gender roles and societal expectations often prioritise household and family responsibilities for women, leaving them with limited time or encouragement to engage in regular exercise. In exploring the low participation in physical activity among women in Chennai, lack of motivation emerged as a key factor. This is compounded by the absence of a supportive, women-focused fitness community, which plays a critical role in sustaining motivation and regular exercise. A clear disconnect exists between the fitness industry and its clientele: women are often unmotivated due to the lack of inspiring, inclusive spaces designed to meet both their physical and psychological needs, while gyms provide generalised services that fail to address individual preferences and specific requirements.
With this in mind, this project aims to cultivate an empowering environment and community that motivates and inspires women to be more physically active, addressing barriers and fostering a sense of connection and support, seeking to connect people on three levels: the community level, the individual level, and the emotional level. This is achieved through the design of a brand and the creation of a system of flexible spaces that can be adapted around the city.
You can read my thesis project here
Research and User
Branding and Identity
Design System and Outcome
