Context:
Pace317, a modern boutique fitness club located in Des Moines' East Village, needed cohesive branding across multiple platforms: website, app, and direct mail. The challenge was to ensure that all touchpoints matched the club's sleek, moody interior design, creating a unified brand experience for its target demographic—urban professionals seeking a high-end fitness environment.
Solution:
As the Art Director, I spearheaded the visual strategy to align all materials with the club’s interior aesthetic. I selected a clean, modern color palette and typography that reflected the high-end, contemporary atmosphere of the club. For the website and app, I emphasized a user-friendly, mobile-first design with smooth navigation and engaging visuals that showcased the club’s premium features. The direct mail campaign was designed to capture attention with minimal yet bold visuals, reinforcing Pace317’s brand identity while ensuring a seamless transition across physical and digital platforms.
Website
App
Direct Mail
