Website & Brand – 16th Street Fitness

Formerly part of a national brand known as Aspire Fitness, this Greeley Gym was coming off the heels of a disastrous plummet in reputation, membership, and revenue. The new owners knew that they needed a fresh brand and website to separate the gym from its past, and to distinguish themselves in an increasingly competitive market. With nothing but a name and a URL, they tasked me with planning, designing, and developing the rest.

Working closely with the owners, the management, staff, and customers, we developed a strong brand identity around a simple, but refreshing concept: your local gym should be more than a place to take selfies.

Your local gym should a place where you can pursue a better lifestyle in an encouraging, judgement free space — we made an effort to convey that aspect of authenticity and inclusiveness in every aspect of our branding messaging.