Re-Designing Xtreme Fitness: Achieving Success Through Branding & Market Alignment
Xtreme Fitness is 20,000 sq ft Gym located in Cumbria and caters for all types of people across various walks of like, shapes and sizes. The target market is 'gen pop'.
Lee first approached me looking to make improvements to his existing website for the gym. It was clear after speaking with Lee that there was some mis-alignment in the branding throughout the website for his target market.
Navigating throughout the site was confusing and their were various links that would even take the user to an external website. Meaning they weren't hanging around long to explore the website and the facility.
And throughout the whole website there were only 3 images of the gym itself!
By discussing business objectives and understand the clientele of the gym I could then create a website that acts as a tool for business growth.
First things first - I did an audit of the website and produced a report for Lee providing strategies of how to improve the website, improve brand awareness and increase conversions.
Once I have a full understanding of the project and the goals, I always start with site structure and wireframes. The importance of planning cannot be understated.
When approaching any new design, I first like to create a stylescape - this is a document that pulls together images, fonts, colours and brand assets to create a visual style that aligns with the target market. It provides an overall look and feel that can be applied during the design phase. This was vital for myself and Lee to make sure we had the same vision for the website design.
