Halo Fitness Branding & Website Case Study
New platform, new experience
As exerciser’s needs keep evolving, so is fitness technology and services that empower exercisers to work out on their own. We’re seeing that exercisers are becoming a lot more independent and leaving traditional gyms. In 2017, Life Fitness began an initiative to solve two main issues: how do we empower exercisers with a customized app experience while also supporting facility managers by improving their member retention and upgrade their structure to better accommodate this new era of exerciser?
Introducing, Halo.
Halo is an improved ecosystem that includes Halo Fitness Cloud and Halo Fitness App, for facility managers and exercisers, respectively. The app tracks fitness goals, provides personalized workouts, and allows exercisers to sign up for fitness classes at facilities. In turn, facilities can take action to improve their business model by adding new fitness classes, promoting training services and tracking member engagement to improve satisfaction.
Our challenge was to create an exciting and consistent visual design language for Halo in order to launch by IHRSA 2018 (International Health, Racquet & Sportsclub Association). With collaboration across marketing, digital experience teams and development, we were able to deliver the Halo premium e-commerce website, the Halo Fitness app and marketing campaigns in three months.
Involvement
Visual Design Concept & Branding, Wireframes (Web), Prototype (Web)
Deliverables
Style Guide, Wireframes & Design Templates, Prototypes
Getting Started
After attending multi-day sessions across marketing, design and product teams, we were able to align on a strategy moving forward for approaching premium plans for Halo. Coming out of those whiteboarding sessions, we were also able to develop core principles for Halo to help drive design decisions.
Laying the Foundation
For facility managers that used our current (now legacy) platform, LFconnect, we needed to come up with a strategy to help transition them over to Halo and encourage them to purchase Halo's premium plans and add-ons. From the initial whiteboarding sessions we developed a user flow that provided optimal visibility to Halo's services for new and existing users.
Developing the Concept
I researched a many different fitness equipment brands, including Peloton, Technogym and Octane Fitness to examine their unique design strategies. And ultimately, I landed on a "bright energy" theme to separate ourselves from the competition. This theme is noted with bright, warm colors and soft gradients to represent aspiration or "reaching for the sky" while the sharp geometric shapes provide movement and energy.
Final Designs
Now it was time to refine and finalize the UI elements and components for this design as this would become the visual language for Halo moving forward. I worked on typography, color palette, graphic elements and app icons. I oversaw the implementation of my style guide for the Halo logo, photography shoot, app store screens and the Halo Fitness App. I worked directly with development to ensure the design intent was met.
See it Live
Core Plan details page
Halo at IHRSA 2018
