BEFORE READING, PLEASE NOTE:
For a comprehensive understanding of my Digital Artefact (DA) evolution, I highly recommend viewing my Digital Artefact Development Diary, which is available as a separate blog post. This diary captures the complete scope of the project’s progression over the semester, including detailed documentation and reflections that couldn’t be fully covered here due to word constraints.
The diary dives deeper into key moments, from initial strategies and iterative adjustments to specific applications of BCM302 concepts. It also offers a more extensive record of the process, featuring screenshots, analytics, Notion workspaces, planning visuals and other documentation elements to help illustrate my decisions at each stage. This additional post provides an enriched context for the strategic decisions outlined in this report, and offers readers a closer look at the DA’s practical development.
For a detailed week-by-week breakdown, you can view my
DA Development Diary here:
Other BCM302 Blog Posts
Project Pitch
Peer Reviews
Contextual Report Part 1
Digital Artefact Contextual Report Part 2
My Digital Artefact (DA) journey began with managing the Instagram account for Fernwood Fitness Woonona, intending to apply social media skills to build engagement for a brand. However, midway through the semester, I transitioned away from Fernwood due to personal health challenges, which led me to pivot my DA toward developing my personal brand, @unmatched.fit. This shift allowed me to explore the dynamics of growing a personal fitness account but ultimately led to the realisation that my goals required a broader, more integrated approach.
From this realisation, Movement and Media was born: a platform combining my dual interests in digital media and fitness coaching, with an emphasis on building a well-rounded personal brand for long-term professional growth. Spanning multiple platforms, it includes my website as a central hub, the Unmatched Fitness Instagram for promoting my online coaching (through the platform EverFit), the upcoming Keep on Moving fitness service on Facebook, and a rebranded LinkedIn profile. Throughout this journey, I applied strategic project development concepts like Reframing, Antifragility, and Adjacent Possible to guide and refine the project’s direction. This report will explore the evolution of Movement and Media, highlighting key learning moments, challenges, and future directions, demonstrating how the application of subject content shaped a cohesive brand with broad potential.
Analysis of Important Project Moments
Establishing Foundations at Fernwood Fitness
My initial focus was to build audience engagement and brand presence for Fernwood Fitness Woonona on Instagram. This experience introduced me to the importance of content consistency and visual branding to foster community engagement, teaching me about maintaining audience interest through consistent posting schedules and themed content series. For instance, “Trainer Tip Tuesdays” provided reliable value for followers, establishing a recognisable brand rhythm.
Subject Application: Adjacent Possible helped me recognise the next step in transferring these skills to my brand. Johnson’s concept of the adjacent possible emphasises gradual innovation, which I applied in transitioning from managing a larger business account to developing a personal brand. Managing Fernwood’s account became a solid foundation for envisioning a personal project in fitness and digital media, with the adjacent possibility of expanding my audience and marketability.
The Shift to @unmatched.fit and Reframing
Following health challenges and stepping away from Fernwood, I revived my @unmatched.fit account, initially reposting Fernwood content to maintain consistency. However, I quickly realised that my personal audience differed, with lower engagement rates highlighting the limitations of directly transferring content. I began testing personalised content strategies, such as integrating my voice and experimenting with storytelling, to resonate with this audience.
Reflection and Concept Application: Reframing allowed me to shift my view of Unmatched Fitness from a fitness-only account to a preliminary phase of Movement and Media. This reframing also clarified that solely focusing on fitness content would not achieve my goal of building a robust personal brand. Additionally, Antifragility, as explained by Taleb, was essential as each challenge—like lower engagement—forced me to refine my approach, strengthening the project’s adaptability and encouraging a broader perspective for the brand.
Establishing Movement and Media
By Week 11, it became clear that a more comprehensive brand was needed to align my fitness ambitions with my background in digital media. I conceptualised Movement and Media as a platform that could represent both Unmatched Fitness and Keep on Moving, a new service targeting senior fitness. This pivot allowed me to unify my fitness and media goals while establishing a unique identity that extended beyond a single platform.
Subject Application: Adjacent Possible again influenced this decision, as I saw the potential to expand Unmatched Fitness into a larger, multi-faceted brand that could serve distinct audiences under a unified mission. Movement and Media became a way to apply my skills more holistically, incorporating my digital portfolio and creating avenues for online coaching and senior-specific services.
Building and Launching the Movement and Media Website
The website for Movement and Media became the brand’s central hub, consolidating my fitness services, digital media portfolio, and academic work into a cohesive online presence. I dedicated significant time to developing this site, creating sections like “Digital Portfolio” to showcase my professional work and “Fitness Services” to present Unmatched Fitness and Keep on Moving. This website transformed the brand, adding depth and credibility to Movement and Media.
Reflection and Concept Application: This phase demonstrated Paradigm Shift, as the project evolved from a fitness Instagram account to a comprehensive digital platform. Building a website also highlighted the importance of cohesive brand identity across various platforms. Designing the website forced me to consider user experience and brand alignment, shaping Movement and Media into a professional entity.
Expanding on LinkedIn and Future Planning
In Week 13, I launched Movement and Media on LinkedIn, where I connected with professionals and received positive feedback, validating the professional tone of my brand. Additionally, I planned to create a Facebook page for Keep on Moving, recognising it as a valuable platform to connect with seniors, aged care facilities, and community organisations.
Reflection and Concept Application: Antifragility guided me here, as I treated each interaction and feedback as a way to refine Movement and Media. LinkedIn expanded my reach to a professional audience, while Facebook planning underscored the importance of adapting to platform-specific needs to engage seniors effectively. This feedback-driven approach was key in setting future directions for the DA, with each network providing insight into how to best represent Movement and Media across platforms.
In Sum…
Reflecting on the semester, Movement and Media’s evolution has been a journey of adaptation and resilience, ultimately creating a brand that integrates fitness and media skills to reach a diverse audience. Strategic project development concepts like Reframing, Antifragility, and Adjacent Possible were instrumental in navigating each pivot and setback, transforming initial challenges into growth opportunities. These concepts shaped Movement and Media into a flexible, robust brand that now extends across LinkedIn, Instagram, and a professional website.
Looking ahead, my next steps include launching Keep on Moving on Facebook, targeting seniors and community groups with engaging content and community-oriented services. Additionally, I plan to expand Unmatched Fitness through client-driven content, like testimonials and exercise videos, to build credibility. With Movement and Media’s foundation set, I aim to continue refining the brand’s online presence to establish it as a reputable source in fitness and media, ultimately aligning my DA with long-term career goals and social utility.
This Iterative, strategic approach to developing Movement and Media has provided a clear vision for sustainable growth and meaningful impact.
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