Orangetheory Fitness is a privately owned fitness franchise based in Boca Raton, Florida. It offers group personal training workouts based on high-intensity interval training (HIIT) that blend cardiovascular and strength training. OTF has locations throughout 45 states and 10 countries, with more than 625 locations currently existing within the United States. Orangetheory Fitness also has locations in Australia, Canada, Colombia, the Dominican Republic, Israel, Japan, Mexico, Peru, and the United Kingdom.
As the lead designer, I worked continuously on various projects for Orangetheory Fitness such as social media, landing pages, emails, Facebook ads, window graphics, vehicle wraps, and other special requests.
The company describes itself as:
Orangetheory is a 1 hour, full-body workout, focused on training Endurance, Strength, and/or Power. We use Heart Rate Based Interval Training, which burns more calories post-workout than a traditional exercise. When wearing our Heart Rate monitors, your real-time results are displayed on large screens throughout the studio. Intensity is based on your individual Heart Rate zones, making the workout effective for all fitness levels. To top it off, our fitness coaches lead the workout to prevent you from over or under-training.
Social Media: Static Images
I collaborated with the social media content manager and social media specialist to create social media content for the Orangetheory Fitness studios that were signed up with the digital marketing program, LocalLight. We constantly pitched around ideas and it was my job to make these ideas a reality. Much social media content was created to be used as templates so it would be easy to customize but others were completely new each month. These images were published on Facebook and Instagram and were created using Adobe Photoshop. Additional images were made, under my direction and supervision, by our freelance graphic designer for time constraints.
Social Media: GIFs & Videos
These gifs and videos were also created using Adobe Photoshop, Adobe After Effects, and Flixel. Additional videos were made, under my direction and supervision, by our freelance graphic designer for time constraints.
Facebook Ads
I collaborated with the account director, account executives, and the social media team to create concepts for Facebook ads. These ads linked to landing pages, where the fitness studio could generate leads. Ads are definitely more restrictive than regular posts because there is a 20% text rule on the images and there are certain types of images you can't show. Also, you need to elicit a quick response to the image from the users. These ads were created using Adobe Photoshop and Adobe After Effects. Additional video ads were made, under my supervision, by our freelance graphic designer I collaborated with the social media content manager and social media specialist to create social media content for the Orangetheory Fitness studios that were signed up with the digital marketing program, LocalLight. We constantly pitched around ideas and it was my job to make these ideas a reality. Much social media content was created to be used as templates so it would be easy to customize but others were completely new each month. These images were published on Facebook and Instagram and were created using Adobe Photoshop. Additional images were made, under my direction and supervision, by our freelance graphic designer for time constraints.
Landing Pages
I created landing pages to augment the Facebook ads that would link to them. The landing pages generate leads for the individual studio. I designed a template to use for all of our client's locations. The landing pages also needed to be optimized for mobile sites because most people access Facebook on their phones. They needed to be on in sync with Orangetheory Fitness corporate so it created legitimacy and trust for the user to give their information. I suggested to the account director that on the referral page, the user should have the option to send to multiple email addresses in order to generate more leads. This suggestion led to an influx of more leads. I mocked up the landing pages in Adobe Photoshop for review and then built them in Unbounce, the landing page builder. I built the main landing page, its corresponding confirmation page, the referral page, and its corresponding confirmation page. I also suggested to the account director and CEO that we should use Hotjar, an online software application that collects user feedback, so we could get better insight from an analytical perspective. This software was implemented on all landing pages and websites for every LocalLight client.
Orangetheory Fitness updated its website in 2016 and I developed a new design concept for the landing pages to keep them consistent with corporate updates. My designs were never implemented due to a scaling issue with Unbounce, as it would have to be updated across hundreds of pages.
Emails
After a prospective client submits his or her information on the landing page, he or she would receive an email. I designed the emails that were sent to all of the leads. The first email welcomed the prospective client, the second email was sent to the people the prospective client referred, and the third email followed up with the prospective client after a couple of weeks. These emails were designed similarly to the landing pages so the prospective client would be familiar with them. They were designed using Adobe Photoshop.
Window Graphics & Vehicle Wraps
I designed window graphics and vehicle wraps for studios that requested them. I worked with the account coordinator and the corporate Orangetheory Fitness graphic designer during the infancy stages of our agency starting to offer these. I eventually assigned this task to our freelance graphic designer when my expertise was needed for more important projects. I used Adobe Illustrator to mock up the designs.