Creating a new digital Standard for Energie Fitness Gyms around the UK.

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Energie Fitness, a well-established gym brand, needed a digital transformation that would set them apart in a competitive fitness market. They wanted to redefine their identity, attract new members, and improve retention by crafting a bold, unique digital presence that resonated with their core values. Belonging, Excitement, and Fun Energy.

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Deliverables

- Product Strategy

- Design System building

- Website branding

- Brand Guidelines

- Imagery Art Direction

- Social media templating

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What they needed

The existing digital presence of Energie Fitness was becoming increasingly fragmented. With multiple franchises communicating the brand in different ways, maintaining a consistent and unified message was becoming more difficult. Additionally, the primary website, used by all franchise locations was hard to adapt for each individual gym, leading to broken pages, off-brand visuals, and an inconsistent user experience. Their core challenges were to:

- Establish a compelling and modernised digital identity.

- Ensure brand consistency across all franchise locations.

- Improve website adaptability while maintaining a unified structure.

- Increase membership sign-ups through digital marketing.

- Improve engagement and retention among existing members.

- Differentiate themselves from competitors in a saturated market.

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A Templated solution for 100 Locations

Energie Fitness sought a creative lead and website designer who could bridge strategy with design and digital execution. They reached out based on my proven track record in digital transformation, branding, and user engagement. I was brought in to spearhead the redesign, ensuring the brand’s energy and inclusivity were reflected in its digital touchpoints.

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Approached the problem

I Unified Brand Identity & Scalable Digital Presence for Energie Fitness’s brand was becoming fragmented across franchises, leading to inconsistencies in communication and visual identity. I led a full brand overhaul, creating a cohesive design system that ensured every location maintained a strong, recognisable presence. This included:

1. Designed a template focused system that worked seamlessly across digital and social platforms.

2. Brand guidelines that standardised communication across franchises.

3. High-energy imagery and messaging to reinforce a sense of community and belonging.

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Focused on the website & CMS adaptability

With each franchise struggling to maintain a unified online experience, I redesigned the website and CMS to be flexible yet structured. I worked closely with franchisees to understand their needs, resulting in:

- A modular, scalable website framework adaptable for each location.

- A streamlined CMS that allowed franchise owners to manage content easily while keeping branding intact.

- Fixes for broken pages and off-brand visuals, ensuring a consistent UX across all locations.

- A seamless, intuitive interface that improved user navigation and conversion rates.

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User tested On-Site for better insights and research

Understanding real-world challenges was key.

I engaged directly with franchisees and stakeholders, both globally and locally, to refine the strategy.

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- Conducted in-person and online workshops to identify pain points.

- Visited multiple Energie Fitness locations to observe brand execution.

- Worked closely with internal teams to optimize CMS usability

- Presented at a major Energie Fitness event, showcasing the new website and app launch, securing buy-in from franchisees and stakeholders.

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The Outcome

- Increase in online sign-ups within the first six months post-launch.

- Higher retention rates due to improved digital engagement strategies.

- Increased brand consistency across all franchises with a streamlined website and clear brand guidelines.

- Improved website usability with a flexible and adaptive CMS that allowed each location to manage its own content while staying on-brand.

- Stronger stakeholder buy-in after in-person engagements and event presentations.

- Improved customer experience with a seamless, visually engaging, and user-friendly interface.

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Key Takeaways

This project shows how strategic design and storytelling can redefine a brand’s digital presence and drive measurable business results. By leading the transformation, I ensured Energie Fitness stood out in a competitive market, created an inviting and dynamic online space, and successfully turned digital interactions into real-world memberships, all while solving the challenge of franchise-wide brand fragmentation and website adaptability. Seeing all of this come together within a reasonable timeframe made it an incredibly rewarding experience.

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