Planet Fitness Website Redesign
I was eager to evolve and grow the brand
With over 1500+ locations, the Planet Fitness brand has a lot inherit brand equity so it would not be feasible to propose a dramatic change in the brand. Knowing this, I wanted to take the characteristics of the brand that may be viewed as dated and use this as an opportunity to own it and lean into that 90s style.
I presented this moodboard of how I would like to bring that brand personality into the digital space in a refreshing way while still keeping inline with the look and feel of the physical locations.
Elevating the purple by making it a gradient, adding a mint green to the color family for harmony, using web-friendly Google fonts, adding texture with patterns & image effects.
An icon library that’s unique and shows off the approachable nature of the brand, utilizing social images of members, streamlining the enroll process with better user interaction.
Received well but resistant to change
Although everyone loved this direction, we all know that brand evolution is a typically a marathon and not a sprint. So in the end, the client preferred to stay in the wheelhouse of their existing brand.
Planet Fitness, one of the largest and fastest growing franchisors and operators of fitness centers in the U.S. Founded on the motto of the "Judgement Free Zone," they have quickly expanded to more than 1,400 locations in 49 states, Canada and Latin America. But in the time of all that growth, their website was still behind the times.
We redesigned their site & and gave them a CMS for both Corporate and Franchisee flexibility all on Drupal.
Sole Designer at Boston Digital
B2C
Mobile-First
CMS
Drupal
e-Commerce
Budget of $600k