The original branding featured three bland colors which corresponded to the three services offered by the gym. As they evolved over the years, they began to offer more services and open more facilities, outgrowing the rigid three-color scheme. In order to capture that growth, I modernized their color palette and chose to use black and white visuals as their base. And although the client did not want to stray too far from their original logo, I was able to rejuvenate it while keeping its initial essence.

A New Company

While their foundational website worked well, the volume of new types of classes, memberships, and teams constricted the way in which the content could be communicated clearly on site. We decided to color code the class type by purchasing options such as the Fusion membership (all-inclusive), à la carte, clubs, workshops, etc. in order to showcase the vast array of information clearly to customers. Additionally, we crafted a blog section with tips and tricks from their large network of coaches. This creates an environment wherein the user visits for the purpose of class information but continuously engages with coaches through the blog.

Broadening The

Base