Establishing and then defending this franchise brand's look and feel was a challenge. I inherited a scattered visual brand with little Pilates representation.
All materials had to be adaptable for 90+ franchise locations which quickly grew to over 1000. These materials are all localized live online by each franchisee in a series of systems designed and maintained in-house.
There were a total of fifteen sports supported in this series, each with a poster, trifold brochure, postcards, and EDDM explaining the benefits of Pilates for these athletes.
More examples of Club Pilates photography can be seen on my website, or by request.
The existing website consisted of outdoor stock photos with a vintage effect with interactive rollover animation. You had to mouse over the different images to see the different available site areas. It was a pretty site aesthetically, but didn't answer visitor questions about Pilates in general or Club Pilates specifically, was difficult to navigate, and rated poorly for user experience, load time, and SEO.
The website was redesigned with a focus on SEO, UI/UX, and franchise adaptability. Each location sub-page was procedurally generated with relevant content and could be directly controlled by the franchisee via a sub-user interface.
Creative design also included Teacher Training program, a separate system with Club Pilates' structure with different needs, including print and ad design.
As a franchise company, Club Pilates also markets B2B and internally as well as to franchisees. I directly produced the majority of these documents and websites as well.
Corporate and internal design included large-format signage, websites, and handbooks for annual franchisee conventions.
