Following its official market debut last month, female-led creative collective Dirt (also known as Dirtverse) has unveiled the full creative architecture behind Bace, a global fitness platform ideated by creator and fitness entrepreneur Nicole McPherson – known to her nearly six million YouTube subscribers as Move With Nicole – and performance coach Bodie Larden.
Positioned at the intersection of digital wellness and memorable creative execution, the project marks Dirt’s most expansive work to date, showcasing the studio’s evolution beyond traditional brand identity into full-scale creative systems, digital ecosystems, and end-to-end platform world-building.
Dirt led the conception, positioning, and creative rollout of the Bace brand, overseeing naming, strategy, visual identity, creative direction, content production, and website design and development.
Centred around building a long-term wellness platform capable of cutting through an increasingly saturated fitness market dominated by short-form trends, aesthetic sameness, and quick-fix culture, the new platform combines Mat Pilates and Kettlebell training into a unified digital experience designed around longevity, accessibility, and sustainability.
“The vision from Nicole and Bodie was clear from the outset,” Dirt co-founders Alessia Murer, Lou Wright and Amber Dempsey said.
“The community has enough to contend with already; they don’t need more things that feel hard or unattainable. They need a brand that feels permanent and built for real life.”
The launch of Bace also reflects the growing sophistication of creator-led businesses, with digital audiences increasingly expecting brands to extend beyond social content into fully realised lifestyle ecosystems and premium digital experiences.
For Dirt, that meant developing Bace not simply as a visual identity, but as an immersive platform capable of supporting a global community audience from day one.
McPherson said the partnership represented an opportunity to evolve her audience into a broader long-term wellness ecosystem.
“We wanted to cry when we saw the work,” she said. “Dirt are ridiculously talented and completely blew us away. Their skill and, most importantly, their heart shows so much in the work they do. We feel so lucky that they believe in the brand as much as we do.”
As Bace rolls out globally, Dirt says its broader mission remains focused on building brands with long-term cultural relevance rather than short-term visibility.
