Evolving the Digital Experience of a Premium Fitness Brand
As the lead digital designer, I've partnered with marketing, developers, and leadership to evolve the website alongside the business, designing everything from membership journeys and landing pages to campaign and design systems, as well as new product launches.
Rather than treating each initiative as a standalone project, my focus has always been creating a cohesive experience that strengthens the brand, simplifies decision-making, and supports long-term growth.
Scope
Website Design
Design Systems
Membership Experience
Campaigns
Creative Direction
Photo Art Direction
Digital Marketing
Role
Art Direction
UX/UI Design
Brand Strategy
Design Systems
Website Design
Information Architecture
Creative Direction
Cross-functional Collaboration
Team
Marketing
Web Developers
Executive Stakeholders
Timeline
2021 – Brand Discovery and Website Redesign
2025 – Rebrand from VIDA Fitness to VIDA
2026 – New online join checkout flow
The Opportunity
VIDA isn't a traditional gym. With personal training, Pilates, nutrition coaching, recovery services, luxury amenities, and six locations, the brand is constantly evolving to meet the changing needs of its members.
Unlike a one-time website redesign, the digital experience has grown alongside the business. New club openings, membership offerings, wellness services, and seasonal campaigns meant the website needed to expand without becoming fragmented or difficult to navigate.
My role was to create a scalable design system that could support that growth. Rather than treating each initiative as a standalone project, I focused on building a cohesive digital experience that made it easier for prospective members to discover services, understand the value of membership, and navigate an increasingly complex ecosystem while preserving VIDA's premium brand.
The challenge wasn't designing a website. It was building a digital system that could grow with the business while delivering the premium experience members expected at every touchpoint.
Simplifying the Membership Journey
Joining a gym should feel exciting, not overwhelming. As VIDA's membership options expanded, so did the complexity of the online join process. Prospective members needed to choose a club location, compare multiple membership tiers, select required add-on packages, create an account, and complete checkout, all without losing confidence along the way.
The previous experience broke that journey into disconnected systems. Members would begin the process on the VIDA website before being redirected to a third-party checkout, creating an abrupt transition that felt inconsistent with the premium brand experience and made it more difficult to understand where they were in the process.
The redesign brought the entire journey back into the VIDA website, creating a seamless multi-step experience that reduced friction while giving the marketing team greater visibility into user behavior. By keeping prospective members within our own ecosystem, we could better understand where users dropped off, capture leads from abandoned join flows, and continuously optimize the experience over time.
The result was a cleaner, more intuitive path to membership that balanced business requirements with a premium customer experience.
The goal wasn't just to redesign checkout. It was to create a joining experience that felt as polished and welcoming as walking into a VIDA club.
Designing for Every Stage of the Member Journey
Once members joined, the experience needed to support everything that came next, from discovering amenities and booking services to exploring events, personal training, recovery offerings, and club resources.
Rather than designing individual pages, I focused on creating flexible layouts and reusable components that could support a growing library of content while maintaining a consistent experience across desktop and mobile.
New services, campaigns, partnerships, and business priorities meant the website was constantly evolving. Instead of redesigning from scratch each time, I built reusable systems that allowed new experiences to launch quickly while maintaining a cohesive brand.
One Brand. Hundreds of Touchpoints.
Over the years, my role expanded far beyond the website. As VIDA evolved, I helped shape the brand across nearly every digital customer touchpoint, ensuring each experience felt cohesive, recognizable, and aligned with the premium experience members expected.
Whether launching a new campaign, introducing a new service, directing a photoshoot, or designing a new landing page, every project was approached as part of a larger system rather than a standalone deliverable.
Responsibilities:
Website strategy & UX
Design systems
Membership experience
Campaign landing pages
Email design
Mobile experiences
Creative direction
Photo shoot direction
Digital advertising
Brand guidelines
The Outcome
Over seven years, VIDA's digital experience has grown from a single website redesign into a scalable system supporting six locations and more than 15,000 members. That foundation has carried the brand through a company-wide rebrand, new service launches, seasonal campaigns, and a fully redesigned online join experience, without fragmenting the brand or starting over.
The 2025 rebrand from VIDA Fitness to VIDA rolled out across hundreds of touchpoints because the components, templates, and guidelines were already in place to carry it. The 2026 checkout redesign brought the most important conversion moment back into the website, giving marketing better visibility into user behavior and turning abandoned joins into recoverable leads.
Consistency at that scale isn't an accident. It's the system doing its job.