B52 Fit Branding and Web Experience
The Project:
Reimagine the web experience for a high-end fitness and training facility, to reflect the aspirations of the brand and the expectations of their clients.
— Developing tone and manner guidelines
— Creating benefits and marketing copy
— Reworking services and bio copy to align to larger marketing goals
— Help reinvent the look and feel of the web experience
The Challenge:
B52 Fit is a full-service training facility for those who are serious about their fitness, but want a high-end, aspirational experience when they work out. In a crowded market, B52 was looking for ways to show their unique selling proposition, highlight the efforts they had made to reflect the needs of their clientele, and develop interest and new members. Their facilities are contemporary and sleek, and they wanted a web environment to match.
Open space, positive energy, lots of benefits…and that’s not just the design.
The Solution:
I worked with my Art Director partner on this project to develop a look and feel that was as light, airy, and spacious as the B52 facilities. I conducted interviews with key people at B52 to surface the benefits they found resonated with clients and wove these features into body copy and UX messaging. I examined the existing site and helped reorganize and optimize the pages to better reflect the benefits that B52 offered and created new content to help audiences find information fast and efficiently.
Finally, we brought the entire project to life in a site that was modern and mobile optimized, with the flexibility to allow scheduling and booking modules to be plugged in with no fussing around.
Simple and clean copy to reflect the services offered
The Results:
The B52 Fit site went live and re-envisioned their already outstanding fitness experience in a website the reflected the company’s goals and their members’ expectations. The site helped establish B52 in the market, while highlighting the key differences that separates their healthcare and club experience from their competitors.
My Role in this Project:
For this project, I was engaged to develop the full editorial package, including auditing existing content, creating new benefits copy, refining language around features and training facilities, crafting trainer biographies, and developing a look and feel with my Art Director that aligned with B52’s business goals and needs.