STEPPING STONE FITNESS
WEB DESIGN. BRANDING.
STEPPING STONE FITNESS IS A BOUTIQUE BOOT CAMP GYM THAT STRIVES TO PROVIDE FUN, HIGH INTENSITY, GROUP CLASSES FOR THOSE OF ALL FITNESS LEVELS with a family feel. THEY FOCUS ON WEIGHT LOSS, NUTRITIONAL GUIDANCE, AND PROPER WHOLISTIC HEALTH PRACTICES.
WANTS & NEEDS
This client is working on everything they can to get their brand and business off the ground. They’ve gained enough traction to spend more time and effort towards honing in on their targeted audience. The original photoshoot gave them great results but the vibe seemed to portray themselves as a personal training business. Although they do provide those services, their main focus is the boot camp.
They wanted to give their website a new look, something that could attract a range of customers in a more inviting way. They want to be portrayed as partners, rather than trainers. As friends rather than clients. As a family rather than business.
We narrowed the scope down to two different types of people.
First, we have Julie. She is a mom of two elementary school kids. The only time she has to herself is during the school hours before she has to take her kids to soccer practice and make dinner. Julie’s goal is to lose weight, just for the sake of being healthy but she has never had any formal training about proper nutrition. Her main pain points are her vulnerability, she needs to have a high level of trust with her future fitness coach.
Next, we have Lisa. She is a young, working professional who has always “worked out” but never got the proper guidance to see real results. She currently spends money on a membership at LA Fitness but she doesn’t feel like she is getting the support she needs to reach her fitness goals. She doesn’t mind paying extra money for a trainer; she just wants to find the right trainer that will be both motivating and fun.
A FAMILY FEEL
A key component to their brand identity is the aspect of family. This is the differentiating factor for them. Orange Theory, Barry’s, and every other group fitness class doesn’t compare to the quality of human interaction as Stepping Stone. They are with them every step of the way.
This was an integral part of the web design. I made sure that element of family and care were apparent in multiple parts of the sites. The photography and the copy emulated a welcoming space, a place that feels like home.