Unicornia was created to make personal wellness feel more open, expressive, and joyful. The goal was to build a brand that could speak about confidence and personal discovery without relying on sterile clinical language or overly provocative imagery.

I developed a flexible visual system built around bold typography, warm gradients, saturated color, and playful graphic elements. A confident wordmark anchors the identity, while expressive photography, illustration, and unexpected compositions give the brand its energy.

The digital and campaign systems balance personality with clarity. Modular layouts, direct calls to action, logo animation, transitions, and concise campaign moments let the identity move across web, social, outdoor, and ongoing brand communication without losing recognition.

When we began working with 54D ON, the brand had the coaches, the programs, and a loyal base — but no system connecting it all. Content was reactive. Campaigns were siloed. Six world-class trainers were changing lives on the gym floor but invisible online. And a product catalog spanning ten programs at different price points had no clear path guiding a new user from curiosity to commitment.

We embedded ourselves in the business. Over the course of the partnership, White Stairs Studio became the strategic engine behind 54D ON's entire digital presence — building the framework that connected social media to email to web to paid advertising into one cohesive, bilingual machine.

The work began with positioning. We mapped the full product ecosystem and defined each program's role in the customer journey: entry-level two-week programs like Emergency Kit for those with an urgent event on the calendar; mid-tier four-week programs for experienced athletes targeting specific muscle groups; and the flagship 54D ON Program, a nine-week transformation designed for people ready to change everything. Each product received its own messaging, audience profile, and strategic function within the funnel.

From there, we developed a coach-led content strategy that repositioned 54D ON's trainers as the brand's most powerful asset. Lucho, Cristi, Boni, Víctor, Alicia, Kevin, Elliot, Alexis — each coach was given a content identity built around their personality, expertise, and training style. We created recurring series, program breakdowns, trending fitness content adapted with cultural relevance, and collaborative posts designed to grow both the brand's reach and the coaches' individual followings. Every piece was produced bilingually — not translated, but crafted natively for how each audience actually communicates.

The content strategy culminated in a three-day video production shoot across two gyms in Miami. We developed over seventy scripts, organized them by coach, format, and production complexity, built full call sheets and daily schedules, and directed the shoot ourselves. Mornings were dedicated to capturing B-roll of real training sessions while coaches worked with their clients; afternoons became structured content production. We walked away with more than sixty finished videos — enough to sustain three months of consistent publishing across every channel.

On the campaign side, we architected and executed 54D ON's most ambitious commercial moments. The Black Friday event became a ten-day bilingual campaign with phased email sequences, daily product spotlights, urgency triggers, and social proof narratives — all synchronized across email, organic social, and paid media. For the January launch of Max Burn, a new fourteen-day high-intensity program, we built the entire go-to-market: pre-launch warm-up content during the holiday dead zone, coach-led teaser series, launch day event mechanics, retargeting flows for December browsers, and post-program subscription conversion paths. Every campaign was supported by Shopify landing pages built and optimized in-house, with regional pricing structures for the LATAM and US markets.

The partnership touched everything — from writing the Spanish copy on a coach's Instagram caption to restructuring the information architecture of the company's pricing page. It was strategic and granular, conceptual and operational. And across all of it, the work was guided by one conviction: that the most powerful marketing for a Latino fitness brand has to come from a place of real cultural understanding — not just language translation, but fluency in how this audience lives, moves, and decides.

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