One of the most rewarding aspects of being a brand and web designer is witnessing the complete transformation of a client’s business identity. In this detailed case study, I’ll walk you through one of my most comprehensive rebranding projects—from initial concept to successful market launch—highlighting my process, the challenges we overcame, and the measurable results achieved.

The Client: Altitude Fitness

Altitude Fitness was a local gym that had been operating for eight years with minimal brand development. Their original identity consisted of a basic logo created in Word, inconsistent messaging across platforms, and a dated website that wasn’t mobile-responsive. Despite offering innovative training methods and building a loyal customer base, they struggled to attract new members and were being outshined by national chain competitors with stronger branding.

The Challenge

After our initial discovery meeting, I identified several key challenges:

1. Identity Disconnect: Their existing branding failed to reflect their actual training philosophy and community atmosphere.
2. Inconsistent Visual Presence: Different colors, fonts, and messaging appeared across their physical location, social media, and website.
3. Outdated Digital Experience: Their website was difficult to navigate and lacked the functionality modern consumers expect.
4. Competitive Pressure: Two national gym chains had recently opened nearby with substantial marketing budgets.

The Process: Step by Step

Phase 1: Discovery & Research

Before touching a single design element, I conducted extensive research:

• Stakeholder Interviews: I spoke with the owners, trainers, and front desk staff to understand their vision and values.
• Member Surveys: We collected feedback from current members about what attracted them to Altitude and kept them coming back.
• Competitive Analysis: I analyzed local and national competitors to identify market gaps and differentiation opportunities.
• Trend Research: I investigated fitness industry trends to ensure our approach would feel current without being trendy.

This research phase revealed that Altitude’s greatest strength was its supportive community atmosphere and personalized approach—qualities completely missing from their brand identity.

Phase 2: Strategy Development

Based on our findings, I developed a comprehensive brand strategy document that defined:

• Brand Positioning: “The fitness community where personal achievement meets supportive relationships”
• Core Values: Authenticity, Community, Progression, Accessibility
• Voice & Tone: Encouraging but not intimidating; knowledgeable but not technical; friendly but not overly casual
• Target Personas: We developed three detailed user personas representing their ideal members

The owners were initially hesitant about narrowing their positioning, fearing it might limit their appeal. We held a workshop where I demonstrated how focused positioning actually expands their ability to connect deeply with their ideal members while creating a stronger competitive advantage.

Phase 3: Identity Design

With our strategy as a foundation, I developed visual identity concepts that embodied their community-focused approach:

• Logo Evolution: We retained elements of their mountain imagery (which had some recognition) but modernized it with clean lines and incorporated a subtle community element through overlapping shapes.
• Color Palette: We selected an energetic but sophisticated palette centered around a distinctive teal (primary) with coral and navy accents, intentionally avoiding the typical primary red/blue gym colors.
• Typography: A strong, geometric sans-serif for headlines paired with a highly readable humanist sans for body copy—both selected for excellent cross-platform performance.
• Photography Style: Developed guidelines for authentic, community-focused imagery rather than the intimidating “perfect body” shots common in fitness marketing.
• Brand Patterns & Elements: Created a system of graphic elements based on topographical maps to reinforce the “altitude” concept while adding visual interest.

I presented three concept directions, each with mockups showing real-world applications. The client selected a direction and after two refinement rounds, we had a final identity system they were thrilled with.

Phase 4: Website Design & Development

With the visual identity established, I turned to reimagining their digital presence:

• Information Architecture: Completely restructured their site organization based on user needs and business goals.
• Wireframing: Developed detailed wireframes for key pages, focusing on conversion pathways and user flows.
• Interactive Prototyping: Created clickable prototypes that allowed stakeholders to experience the site before development.
• Content Development: Worked with a copywriter to craft messaging that reinforced their brand positioning while improving SEO.
• Development: Built a custom WordPress theme that gave them flexibility to update content while maintaining design integrity.

The new site included several functional improvements:

• Class scheduling and booking integration
• Member testimonial showcase
• Trainer profiles with direct contact options
• Nutrition resource library
• Mobile-first responsive design

Phase 5: Launch Planning & Execution

Unlike many design projects that end with file delivery, I worked with Altitude through their launch phase:

• Internal Rollout: Conducted a training session with staff to introduce the new brand and ensure consistent implementation.
• Environmental Design: Designed updated signage, wall graphics, and branded elements for their physical space.
• Social Media Templates: Created a library of templates for consistent social content.
• Launch Campaign: Developed a multi-channel campaign to announce the rebrand, including email, social, and local advertising.
• Member Preview: Hosted an exclusive digital preview for existing members, which created anticipation and word-of-mouth buzz.