2024
SWEAT INC
Fitness and Enrichment Brand
Building a Trustworthy fitness and enrichment Brand in a Cluttered Market
Visual Identity
Logo Refresh
UI/UX Design
Parents and schools prioritize credibility. With competitors lacking clear brand identity, the focus was on crafting a trustworthy, cohesive brand system that feels polished and well put-together.
A Logo Refresh
The brand mark was refined with a thicker stroke and better composition, giving it a modern edge
UX STRATEGY
Addressing Overwhelm from crowded Competitor Sites
The sites are often cluttered, making it hard for parents to find essential information. A modular and concise layout was designed to reduce cognitive load, allowing parents to quickly scan and absorb key details.
Building Confidence by responding to Real Parent Priorities
Parent survey revealed key priorities – kids learning the sport, having fun, and staying active. Evolving curriculum, presented through top features, clearly communicates skill progression.
A hero video and photo gallery featuring real sessions build emotional confidence within seconds, while reputable client mentions further reinforces credibility.
Removing Pricing Barriers
Hidden or complicated pricing on competitor sites creates friction. Clear, upfront pricing reduce confusion, enabling faster, more confident decisions.
Integrating B2B Touchpoints Without Disrupting Parent Flow
Recognizing that the site also attracts schools through SEO, B2B cross-links were strategically placed within individual sports pages to create clear user pathways. This ensures B2B decision-makers easily discover relevant programs without any friction while keeping the parent user journey uninterrupted.
UI Design
Adopting Sports Apps Interface to Enhance Usability
The design shifts from brochure-style layouts to a sports-app-inspired interface, tapping into parents’ familiarity with platforms like ClassPass and Apple Fitness. This creates a sleek, intuitive interface that positions the brand as modern and builds trust through familiarity.
Dark
A bold and intense aesthetic for private and more challenging sessions, inspiring resilience and focus.
LIGHT
A fresh, approachable theme for recreational and group classes, promoting a sense of fun and ease.
