Fitness House
Sports and fitness
Industry
Creative direction
Web Design
UX/UI Design
Communication Design
Brand Design
Services
2025
Year
Fitness House is one of the largest and most recognized fitness chains in the region, offering state-of-the-art facilities, group classes, personal training, and wellness services to hundreds of thousands of members. Partnering with a brand of this scale and reputation is a milestone for us: a testament to our creative capabilities, strategic thinking, and ability to deliver on a high-performance level. Working with Fitness House challenged us to push boundaries, align with a well-established identity, and contribute to the evolution of a household name in the fitness industry
Problem
Fitness House initially approached us with several tasks for seasonal advertising campaigns previous year. The collaboration went smoothly, and the client was highly satisfied with the results of our initial work. With a solid foundation of trust and a shared vision in place, it was time to take on a more ambitious challenge. The client came to us with a new request: to refresh their brand identity, promote a new membership offer, and design a website that would allow users to easily compare plans and purchase memberships online. The challenge was not only functional but deeply strategic. Fitness House wanted to reposition itself with a fresh visual language that speaks directly to a younger audience, while also highlighting the brand’s flexibility, inclusive pricing, and modern approach to fitness.
Visual style references
Proсess
After discussing the terms of our collaboration, we prepared a detailed brief for the client. Once it was completed, we clarified and filled in any missing information, then finalized the website structure and content together with the client. While the brief was being filled out, our team conducted in-depth market research and a competitor analysis to identify effective industry practices and eliminate unfit solutions.
We then created a moodboard featuring three distinct branding directions. The client chose a bold and striking concept—brutal, high-contrast, and visually impactful, with a black background, vibrant violet accents, and strong, confident typography. This visual style projects trust, modernity, and power, perfectly aligning with the campaign message: access to both gym facilities and swimming pools under flexible, attractive terms—unlimited visits to any Fitness House location, all under one membership.
Next, we organized a photoshoot with the brand’s trainers to gather high-quality images for use across the website and advertising materials. With those assets in hand, we launched into the production of the advertising campaign, which included billboards, banners, and digital formats for social media and online platforms. Simultaneously, we began building the website prototype to align on the user flow and content structure with the client.
During the wireframing phase, we proposed a streamlined user path: from discovering Fitness House and its offerings to selecting the ideal club, choosing a plan, and completing a membership purchase. Special attention was given to the pricing section, where we tested and refined multiple layout options. We also developed a simple, three-step checkout process that made payment, club and plan selection fast and intuitive.
The most demanding phase began after the prototype and campaign visuals were approved. At that point, multiple workstreams were happening in parallel: creatin of the final desktop and mobile versions of the site, design of three waves of advertising assets, and creation of a comprehensive UI kit for the development team. Thanks to careful planning and strong teamwork, we delivered all materials on time and successfully handed off the website for development—finalizing the remaining details promptly afterward. Development was completed on time, and the final website was implemented exactly as it was envisioned.
Website
Payment forms (desktop)
Payment forms (mobile)
Outdoor advertising
Version 1
Version 2
Version 3
UI kit
Result
Once the website and advertising campaign launched, membership purchases surged across nearly all Fitness House locations. The new audience matched our predicted target segments, and the updated offer successfully re-engaged lapsed members — thanks to a compelling visual campaign and a user-friendly website that made selecting and purchasing a membership fast and effortless.
In addition to the functional success, users praised the site’s aesthetic and high-quality design, noting that it inspired them to take better care of their health and bodies. The client’s leadership team gave high marks to both the website and the campaign performance, expressing interest in continuing the partnership on future projects. Even competing brands took notice — recognizing Fitness House's bold new style and how effectively it helped the brand stand out in the market.
For us, this project was both exciting and deeply rewarding. It offered valuable experience not only in branding and digital design, but also in client collaboration, research, and strategic thinking. We’re proud to have played a role in delivering such a successful project for a major industry leader.
Membership card