Elevate
Project Overview
Elevate Fitness Studio approached us during a major turning point in their growth. With a rapidly expanding customer base and plans to launch a mobile fitness app, they needed a fresh brand identity and a high-performance website that truly reflected their new direction. The old visual identity and site failed to capture the studio’s energy and modern fitness ethos, which affected customer engagement online and offline. Our mission was to craft a digital and visual presence that energized their audience and positioned Elevate as a premier fitness brand in Cape Town and beyond.
Objective
The objective of the project was to completely reimagine the public-facing identity of Elevate Fitness Studio and create a digital experience that matched their evolving brand values. At its core, the goal was to drive a measurable increase in online memberships while enhancing the studio's professional image. The team needed a cohesive visual system that could translate across both physical and digital touchpoints—from signage and merchandise to a responsive website and mobile application. Equally important was creating a seamless user experience that simplified class scheduling, increased retention, and encouraged deeper community engagement, especially on mobile. Our design decisions were shaped by the studio’s vision of wellness, inclusivity, and innovation, translating these principles into a brand language that resonates with both long-time members and first-time visitors.
Scope of Work
Our collaboration with Elevate covered every major touchpoint:
Brand Strategy & Visual Identity
We defined a brand narrative, chose a vibrant yet calming color palette, and created a versatile logo system that works across apparel, digital, and signage.UX Research & Wireframing
We analyzed user behavior through interviews and heat maps from the old website, which informed a new wireframe focused on clarity, hierarchy, and fewer taps.Web Design & Development
Built with performance in mind, the website was designed in Figma and developed on Webflow. It includes a robust CMS for updating class schedules, trainer profiles, blog posts, and announcements.Responsive Design
The interface was meticulously designed for all screen sizes, ensuring a consistent and engaging experience from desktop to mobile.SEO & Launch Strategy
Keyword research, performance optimization, and structured data were implemented to ensure Elevate ranks well from day one.
Outcome
The results of the redesign were felt almost immediately after launch. Within just three months, Elevate saw a significant rise in new member registrations through the website, far exceeding their original target. Users began spending more time on the site, navigating through class schedules, reading instructor profiles, and exploring the wellness blog—indicating higher engagement and trust. The new branding also contributed to a noticeable lift in merchandise sales, as members became more excited to wear and share the studio’s identity. Internally, the new CMS-enabled backend gave their team full control over updates, meaning they could now publish content quickly without technical delays.
The feedback from both staff and members was overwhelmingly positive, with many describing the new look and feel as modern, motivating, and unmistakably “Elevate.” The project not only delivered on its business goals but also redefined how the brand connects with its community—digitally and in person.
