The Final Results
Transformed in almost every aspect
Over the course of six months, Life Advance Fitness was transformed in almost every aspect.
A brand-new Webflow site
An all-new redesign, transitioning from Squarespace to Webflow — featuring updated branding, modern styling, revised intake forms, and a contemporary aesthetic.
A revitalizing ad campaign
A video campaign with a custom instrumental soundtrack and nostalgic elements that connected with the local audience and comprehensively represented LAF's brand.
Revamped marketing design
Custom clothing designs and marketing materials created to align with the refreshed brand identity and communicate the facility's services to current and prospective clients.
High-impact SEO
Technical SEO optimizations combined with targeted marketing resulted in a 200% surge in leads and engagement over six months.
Where it started
Initial ideation questions
What does a modern fitness facility look like?
I ran a competitive analysis to examine how top fitness facilities in the Lehigh Valley were presenting themselves to their target market.
What are athletes looking for?
I identified the specific questions and concerns the target demographic needed addressed.
How is the competition solving their problems?
I studied what methods competitors were using to acquire and retain customers.
How do we highlight the trainers?
I focused on positioning the trainers prominently while keeping the messaging client-centric.
From wireframes to first prototype
The design began in Procreate with hand-drawn sketches for rapid layout planning before moving to high-fidelity mockups in Figma. The first prototype drew heavily from the original site as a spiritual refresh to explore branding possibilities.
Refining the details
Taking it further
I still wasn't happy with the results so far, so I keyed in on the details that would make things shine.
Bolder colors
Studying their logo, I saw how the bold, proud colors and shadows conveyed strength — those elements needed visual prominence throughout the design.
More striking icons
All icons were redesigned with an emboldened, nearly three-dimensional look to create impact and distinction.
The heartbeat of the site
The heart-rate monitor used throughout the facility inspired a signature element — positioned as the brand's iconic symbol, like their own Nike check.
The payoff
The final prototype
Something special was born — a high-energy, modern design that captured everything Life Advance Fitness stands for, across the Homepage, Performance, and About pages.
Bringing it to life
The building process
After finishing the design came the most important part — actually building the thing.
My first Webflow site
This extensive project was my first Webflow experience, which meant overcoming a steep learning curve to deliver quality results.
Responsive by design
Priority went to ensuring the site delivered an excellent experience across every device and screen size.
Fluid animations
Animations and graphics throughout support the facility's high-energy, modern brand personality.
Strong SEO
The build followed industry best practices for search optimization within the Lehigh Valley market, with healthy Google Lighthouse scores across performance, accessibility, best practices, and SEO.
Phase 2
The marketing process
Showing their brand to the world in a new light.
It all started with a video campaign
A video was the right medium to authentically tell owner Vince's story and the facility's brand narrative.
Visiting my old school
Filming took place at Emmaus High School's track field to create nostalgic, locally-resonant imagery for the target audience.
What's your creed? A custom song
During an interview with the owner, a statement about the company's creed was pulled and turned into a custom instrumental for the video — avoiding any licensing complications.
Marketing collateral
Stronger than yesterday
Marketing materials were comprehensively rebranded to align with the new visual identity — including boxing tee designs, business cards, and tri-fold brochures.
The final video
A transformative video
A video that encapsulates everything there is to know about Life Advance Fitness.
Reflections
What I learned
The process for a full marketing rebrand
This large-scale project gave me a comprehensive understanding of rebranding methodology and the key strategic questions to ask for future rebrands.
Mistakes of the initial Webflow build
Across multiple builds and refinements I identified early errors — from mobile navigation to inefficient use of styles and component systems.
How to advertise in the future
The campaign's success underscored how important effective SEO is for maximizing audience reach and visibility.
Kind words
“The website looks official and it’s always evolving. I love it.”— Vince Wimberly Jr., Owner of Life Advance Fitness
