Built4It Performance Center
A refined website, persona-focused marketing, and sports-program identities designed to keep the brand bold while making it clearer and more flexible.
About the Work
Industry
Athletic performance and fitness
Role
Team Lead & Lead Designer
Scope
Website, campaign, print, and program identities
Collaboration
Client, content, production, and development teams
Project Overview
Built4It wanted its website to retain the active, high-intensity character of the brand while becoming more accessible and easier to navigate. The redesigned experience refined the color palette for stronger web accessibility and reorganized the content flow to guide prospective clients through the company’s programs more clearly.
The same visual direction expanded into persona-specific marketing, in-gym mission messaging, social campaign artwork, and a family of identities for seven sports-training programs.
My Contribution
Build one flexible system for every audience and program.
Refined the digital palette to improve accessibility while retaining the bold, athletic feel
Restructured the website flow to guide prospective clients through programs more clearly
Designed persona-based brochures, social campaign artwork, and mission posters
Created seven sports-program logos built from the primary B4I identity
Selected Deliverables
The same bold visual language connects the website, audience-focused marketing, in-gym messaging, and individual sports programs.
Website & Social Campaign
Refined color use and clearer content pathways carried from the website into persona-focused campaign artwork.
Brochures & Posters
Persona-specific brochures emphasized relevant information, while posters reinforced the gym’s mission and core values.
Sports Program Logos
Unique marks for seven sports remained visibly connected to the primary Built4It identity.
The Outcome
The work preserved the active, high-performance character Built4It wanted while making the digital experience more accessible and easier to follow. A consistent visual framework then extended across audience-specific marketing, in-gym messaging, social promotion, and seven distinct training programs.