CLIENT
Juma
I created a strategy that fosters a sense of inclusion and community while guiding our journey toward personal and global impact.
The Challenge
Juma Fit is a brand inspired by the spirit of the Tarahumara Tribe of Mexico, renowned for its extraordinary running culture and sense of community. Initially, the brand’s founder considered naming it "Tribe Running" to convey the inclusive nature of running together.
During my naming process, we discovered "Juma," meaning "They Run" in the Tarahumara language, which perfectly encapsulated the essence of the brand. The connection deepened when the founder revealed that her favorite book, Born to Run by Christopher McDougall, celebrated the Tarahumara Tribe’s incredible running abilities and had inspired her journey.
This profound connection helped shape a brand rooted in fitness, community, and global impact.
The Solution
The challenge was to translate the essence of the Tarahumara Tribe into a modern fitness brand identity that resonates with a diverse, health-conscious audience. This required crafting a name, strategy, and digital presence that celebrated the tribe’s spirit while also integrating a seamless user experience. Additionally, I aimed to reflect Juma Fit’s commitment to giving back by partnering with initiatives like charity: water to drive a positive global impact.
The Results
Awards
W3 Award Gold Winner
W3 Award Best in Show Winner