Laura is a Personal Trainer specialised in Biomedicine passionate about sport, science and surfing. Her professional goal is changing people’s everyday’s focussing on a health perspective through sport. She promulgate the idea that sport is a media to reach goals in life and that is also a healing/recovery activity. As a trainer specialised in Biomedicine, she has a disruptive method compared to Personal Trainers. Laura puts science as the starting point on her training sessions. Laura came up with the idea of running her own business, so I started a research to develop a strategic move that improves her perception in Social Media. To do that we started with a naming strategy to create hers own username. As a result of the research we found that the name itself has no identity (as it is a common name in latin-speaking markets). We came up with a username that defines her work and was not in use: @laura.traininglab Why we’ve used the name as brand instead of ‘traininglab’? That move was a result of a research in personal brand identities. Traininglab is a long-term strategic item we keep once we got enough awareness to define a non-personal focused brand. Then, we created an Instagram channel that works as a platform that centralise hers potential audiences. To do that, we defined the following strategy that has this identity as a result. The identity was developed defining an Art Direction style, the brand key visuals and the logo. In that case Laura Muñoz Bravo is the brand itself.