Two brands, one mindset: How Gina found her positioning
Fashion professional, trail runner, yoga teacher in training. For a long time, whenever someone asked Gina at an apéro what she did, it came out like a list:
“I come from the premium fashion and textile industry, I’ve done product and collection development, I work in styling and marketing … and on the side I’m building something of my own in outdoor, movement and yoga.”
There was nothing wrong with it. But the answer listed things instead of telling a story. What connected it all remained unclear.
Two worlds, no story
Gina’s background is broad: a trained womenswear designer with a degree in Textile Business Management, and many years in product and collection development, styling, consulting, marketing and events. Alongside that, there was always a second world: mountains, running, yoga, skydiving.
Style and motion. Two strong sides – but no clear picture yet of how they could fit into a professional future of her own. And all of this alongside a full-time job.
Trying to squeeze everything into one brand
At first, Gina wanted to show how she combines fashion, styling, sport, outdoor, movement and marketing. The result: more complicated, not clearer.
Then, in one of the coaching sessions, came the question that stuck:
“What exactly is the benefit – and why should anyonefollow g.-MOTION or care about it?”
Uncomfortable. And exactly the right question.
But that question can’t be answered in one sentence, in one minute, clearly and for everyone. That was exactly the problem, and that’s where the real work began. Hard graft, you might say. But at some point it clicked, and the work paid off. What emerged was a core statement: one message, one sentence.
The moment it felt right
Asked when the sentence suddenly felt right, Gina answers without hesitation:
“When I stopped trying to turn everything into one single brand.”
The art is not to do more, but to reduce – and to decide whether it’s one brand, several brands or sub-brands. Since then, there have been two:
GINA-MARIA – Your Style is Your Power.
The world of style, fashion and personal presence.
g.-MOTION – in motion. in nature. in balance.
The world of movement, nature, outdoor, yoga and running.
Both are free to stand on their own. What connects them is Gina’s attitude: empowering people and opening up new perspectives for them. Or in her words:Empowering you – through style & motion.
She chose to phrase it in English rather than German on purpose. English, she says, leaves more room for what empowerment means to each individual. Gina doesn’t want to prescribe a style or a way of life to anyone.
Becoming visible, even when not everything is perfect
Gina would never have given up. But she often put things off. The biggest hurdle was the idea that she could only become visible once everything was finished. With g.-MOTION there were so many ideas – outdoor yoga, running, hikes, retreats, workshops, community – that “finished” was never in sight.
“The brand can take shape while I’m building it. It’s all a work in progress.”
With the coaches at Just Do Ad, Gina first built the foundations: the name g.-MOTION, the claim, the visual identity and the three content pillars In Motion, In Nature and In Balance. Then came her Instagram presence, the landing page and, in September 2026, the LinkedIn company page.
And it’s working. Personal stories about movement, running and nature sometimes get far more response than classic fashion topics. Her LinkedIn post about the Verbier Ultra, her first trail marathon, reached over 2,000 impressions – more than some of her fashion content. For Gina, a sign that this side of her isn’t a hobby but part of who she is.
The concrete offer is still open. For Gina, the question is no longer what she could offer, but what g.-MOTION should offer – and what can grow later. In November she’s completing her yoga teacher training in Chamonix, which will also sharpen the direction. In the end, though, it’s demand from her audience that will shape what g.-MOTION offers.
How it worked with Just Do Ad
Gina booked two packages with coaching: one for the concept – briefing, idea and visual storytelling – and one for visualisation, bringing the brand to life visually.
Learning happens online in short video sequences. After each sequence there’s a task that you apply directly to your own project and submit. Then comes feedback. Once you reach a milestone, there’s a 1:1 coaching session you can book flexibly. That way, the brand takes shape step by step instead of behind closed doors.
If you’re juggling several jobs and need to use your time wisely, but are determined to get your project off the ground, this is the right approach: plenty of flexibility, learning whenever and wherever suits you, and targeted coaching from professionals when you need it. Instead of sitting in a workshop for a whole day, you work in small steps directly on your own project.
“The 1:1 online coaching sessions really helped me put what I’d worked out into practice, and they kept me motivated.”
And on budget:
“An agency would have been too expensive for me. I did treat myself to a professional photo shoot – you do have to invest something. But this way I kept my budget under control and still made progress.”
Do you still need coaches? Couldn’t AI do this too?
Gina uses AI – to sort her thoughts, to find the right words, to play through different positionings. But:
“AI can be a very good tool. But the real process stays personal.”
A coach holds up a mirror, asks questions, points out contradictions and pushes you out of your comfort zone. Especially when it came to decisions about the claim, colours and logo, the exchange was a big help for Gina and moved her project forward with focus. And there was something else:
“I probably would have made progress with AI alone too. But having a professional encourage me to take the next step and go live had a completely different effect.”
Gina’s tip for the next hour
Don’t try to write the perfect claim straight away. Instead, take a sheet of paper and make two lists:
WHO AM I? – What can I do?
WHAT MOVES ME? – What really moves me?
Then look at where the two lists overlap. For Gina, that’s exactly where the key was: style as professional expertise, motion as personal passion – and together they became one shared language.
This is exactly the work that comes first in the “Briefing” course. It sounds simple, but it’s hard work – and the foundation for everything that follows.
And looking back? Gina would accept sooner that everything is a process. That not everything has to be finished at the same time. And that it’s okay to go with the flow.
g.-MOTION – in motion. in nature. in balance.
www.g-motionyoga.com · Instagram @_g_motion
GINA-MARIA – Your Style is Your Power.
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