Strategic visual evolution.

To become a public company with the largest market share of gyms globally in the next ten years, Glofox needed a profound and dynamic design language to continue its growth properly.

Glofox’s visual identity has been completely transformed with a new typeface, color palette, and illustration style to breathe passion, innovation, and consistency into the brand.

To add dynamism, scale, and structure to our graphics, we’ve developed a series of geometric patterns that can be used to emphasize a sense of movement in our messaging.

The new and improved visual identity has been carefully designed to accommodate independent and boutique fitness studios and large fitness franchises.

UX audit and research process.

We measured and analyzed extensive information about industry competitors and how people were using the current website during our UX audit process. This included retention and referral data, charting typical user flows, reviewing heatmaps of the most engaging areas of the site, and examining the stages of the process where client acquisition most often failed.

The newfound data helped us suggested a revised navigation structure and general improvements on primary touchpoints like homepage, business types, solutions, and pricing page. Analytical summaries helped educate our decision-making while creating new and improved information architecture and wireframes.

New design language and website architecture.

Our goal was to improve the visual look and feel of the website, increase conversion rate and improve the showcase of customers and Glofox software. In addition to that, the new design language needed to focus on accommodating both the SMB’s and Enterprise-level businesses.

Building an experience of community and inclusion is paramount to the Glofox brand. The new design language echoes Glofox’s vision of working together to power the fitness industry for the better. We strive to use human-centric, natural, and realistic images of group activities, mentoring sessions, and personal training workouts to convey this sense of community.

We created over 30 pages and 100 unique visuals to improve product features’ communication and added testimonials, resources, and ratings to support the proposition.

To support Glofox’s hyper-growth, we created a design system to help their marketing team achieve consistent results by following guides on typography, colors, components, spacings, and modules.