A smartphone displaying a fitness club advertisement, resting on a metal structure with black background.

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.

A row of black weightlifting dumbbells on a rack in a gym, with a collage of fitness and workout promotional images in front of it.

Visual style references

Gym stationary bike under a black background with a timeline chart on the wall above it, illustrating steps from discovery to solutions with purple bars.

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

A vertical infographic promoting a fitness club membership plan, showing pictures of gym environments, training options, and a map with club locations.
Three dark-themed subscription form screens with steps for purchasing a club membership, containing fields for personal information, club selection, and payment details, arranged against a metallic gray background.

Payment forms (desktop)

Screenshots of a mobile app interface for a fitness club, displaying promotional offers, membership plans, gym facilities, class schedules, and location map.
Three smartphone screens displaying a form to buy a subscription, with fields for name, surname, city, gender, phone number, birthdate, email, and payment details, set against a dark abstract background with curved, glowing blue lines.

Payment forms (mobile)

Outdoor advertising

Digital billboard advertisement for a fitness center, showing a smiling man giving a piggyback ride to a woman pointing enthusiastically, with text promoting membership prices starting at $1,900 per month.
Digital advertisement poster for a fitness gym, featuring a happy man and woman in athletic wear, promoting membership prices starting at 1,900 dollars per month, set against a dark, modern background.

Version 1

A digital billboard advertising fitness classes, featuring an athletic woman in workout clothes in a dynamic pose, with information about prices per month.
A digital sign promoting fitness classes, showing a woman in athletic clothes performing a stretching exercise with one leg raised and bent, and arms extended. The sign states prices starting from 1,900 per month and includes branding for Fitness House.

Version 2

Billboard advertising fitness classes, featuring a woman in a red swimsuit with inflatable pool toys, illuminated at night.
A digital advertisement screen displays an ad for a fitness club called 'Fitness House' with colorful neon graphics and a woman doing an exercise, promoting a monthly fee starting from 1900.

Version 3

UI kit

A graphic design showcasing different fonts. The word 'Uswald' is displayed in bold, large white text. Below, there are alphabet characters and numbers in various font styles, including Headline, Subtitles, Buttons, and Descriptions, on a dark background with swirling line patterns.
A digital color palette displaying four shades of purple and gray with their respective hexadecimal and RGB color codes on a black background.
A layout design featuring various UI elements such as buttons, icons, sliders, checkboxes, and input fields, arranged in rows with different sizes and states, on a black background.
An indoor gym with a swimming pool, workout equipment, gym floor, and various fitness areas, alongside a digital subscription plan page for a fitness and spa center with membership details.

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.

A black fitness event card featuring a muscular man and woman, with the words "Fitness House" and a house icon in the center, placed on a dark textured surface with a black weight plate and a spring-loaded hand gripper with red handles nearby.

Membership card