E Q U I N O X
About the Brand
E Q U I N O X – This American luxury fitness company operates several separate fitness brands: Equinox, PURE Yoga, Blink Fitness, and SoulCycle. Within Equinox's portfolio of brands, there are more than 135 locations within major cities across the United States, as well as in London, Toronto, and Vancouver. Its global headquarter is in New York City.
Challenge
Redesign an antiquated website to meet and surpass the design standards of that time.
Solution
Elevate the brand as a photo based website. The interiors of the clubs are luxuriously designed and utilizing photos from these interiors elevate the brand and minimize costs.
Align marketing and photography to shoot location interiors that detail textiles for web use.
Create a grid that can support various styles of photos from detail shots to interiors.
Build a marketing campaign that compliments the new website look and feel.
Expand the new style to other digital platforms and print collateral.
Result
An amazing transition from old to new gave the company the much needed luxurious style it was looking for. The website redesign changed the marketing strategy going forward and resulted in a lift in membership sales. Further marketing initiatives included new email template designs and templated print collateral.
The homepage was framed with textile images from club interiors, complimenting a slideshow of lifestyle photography.
Club locations were graphically photographed and used throughout digital and print collateral.
Interior pages shared the landscape grid and was easily redecorated for the category pages.
