Fitbod
As the Design Lead at Fitbod, I combined many of my loves and passions in life: art, science, fitness and sports! A talented team of data scientists, engineers, marketers, and content specialists needed a creative presence to lift Fitbod higher in the Health & Fitness business space.
At Fitbod, our mission was to provide the world’s best data-driven fitness programming for lifelong progress. For me, that meant creating a brand that felt equal parts brains and braun. I came to do two things: lift heavy weights and make better designs, and fortunately Fitbod brought me the opportunity to do both!
Brand Development
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One of largest undertakings for Fitbod was to develop a brand. The company underwent a brand redesign in 2021 with an outside agency. When I took over as lead in 2022, the new brand had just been handed off with a very sparse brand guide. The onus was on me to steward and develop the Fitbod brand from the foundation up.
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Everything within the design organization needed to be created from the ground up: brand guides, tone & voice, sub-brand systems, social media styling, libraries, design systems for email & lifecycle, internal photography and video, asset storage, sales team assistance, store & merchandise requests, help center updates.
Brand evolution and scale
Product Design
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I worked on an array of projects across the entire product ecosystem. For the homepage, I set art direction and sitemap updates, which helped set the foundation for product managers, contractors, and dev teams the later implement and test. For marketing promotions (promos, gift cards, etc), I created new landing pages and visual graphic elements that were then implemented by web dev teams. For our enterprise pages (Fitbod for Teams), I designed and developed new templates using various web platforms along with accompanying sales materials.
I also led creative for various product integrations such as our yearly review report (Fitbod Flex), product gamification, achievement badges and milestones, and interactive marketing blimp messaging.
Home Page
Gift of Fitbod
Fitbod For Teams
Marketing
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The biggest challenge came in scaling marketing design operations, which was non-existent. I was able to art direct videos, create lifecycle strategy, scale email offerings, and build out community messaging.
Video Ads
We collaborated with various agencies, influencers, and partners in an all-out approach to video, allowing us to target our audiences on platforms that spoke to them. Video production and budgets ranged from high-quality film crews to scrappy influencer videos. Every style was considered as we developed product demo, lifestyle, influencer, value-prop, and testomonial videos for our audiences.
Email Design System
Working with my Email Marketing Manager (Tiffany Baca), we implemented testing, quality control, documentation, reporting, and design operation systems.
This allowed for our emails to evolve from a very manual process to a fully automated, internally developed email editor. We brought in an outside develop to create an editor that allowed for self-service automation by for the marketing team. Emails could be customized and segmented for appropriate audience, while also allowing us to test vigorously!
This allowed us to scale our email audience by offering more content specific to various communities, reports, product announcements, enhancements, promotions, etc.
Onboarding Email Series
Consistently testing our welcome and onboarding email series was one of the most effective lifecycle marketing strategies to foster our audience. Over 3 years of testing, we saw drives in product adoption, boosts in engagement and retention, increased conversion, enabled segmentation, and personalization - ultimately allowing us information to establish a brand voice and high level of community trust.
