Homepage iPad design
THE BRIEF
Tom’s visual identity was already well established on YouTube with training Vlogs, a laid-back style of presentation, bold lightning blue & DIN Condensed caps. Any email communications had to seamlessly reflect that same aesthetic and sense of clarity. Tom was looking for help developing a regular newsletter that could serve as another touchpoint for subscribers, also helping to point attention towards his seminar sales and an established online shop. Given Tom’s strong online presence, frequent collaborations (like podcasts and video crossovers), and an engaged audience, short-form interviews for the newsletter felt like a natural extension of his brand. No filler. Just clarity, value, and voice.
Newsletter design.
THE BODYWEIGHT WARRIOR
CONTENT CREATION | EMAIL MARKETING
Tom Merrick is a world-leading callisthenics & handstand coach. He is also the creator behind The Bodyweight Warrior, a hugely influential YouTube channel teaching subscribers how to move forward on their training-related goals.
Building a regular newsletter for Tom would allow him an outlet to announce future products, new videos, courses, podcast episodes and anything else - it was future-proof and a platform that was free of the algorithm-related issues so prevalent on social platforms.
Homepage design.
"George has been a huge help in creating more content for Bodyweight Warrior. His eye for detail and knack for curating clear, engaging pieces have really elevated our newsletter and written material. He just gets the tone of the brand and consistently delivers high-quality work that connects with our audience. Couldn’t recommend him more!"
TOM MERRICK, THE BODYWEIGHT WARRIOR
Email campaign design.
THE PROCESS
My collaboration with Tom began by developing automated email flows for users of his training app and expanded into designing downloadable training PDFs. But the bulk of our work together is The Bodyweight Archetype newsletter, which is delivered twice monthly.
Inspired by Jungian archetypes, the newsletter combines Tom’s philosophical leanings with practical health and fitness insights. It features short interviews with thought leaders in calisthenics and beyond, Q&As sourced from his audience, curated book and product recommendations, striking photography, and more. Built to flex with shifting priorities, it’s an adaptable platform designed to grow with the brand.
THE RESULT
Collaborating with Tom has been a genuine career highlight. Through newsletters and design work for The Bodyweight Warrior, I’ve helped strengthen his brand’s voice and build deeper, more consistent communication with his audience.
Results:
46.33% Open Rate.
3% Click-Through Rate (CTR) vs the industry average of 2.2%.
70 + Bodyweight Archetype newsletters sent.
10 + email automation flows built.
Email campaign design.
FINEWINE bottle designs.