Client: Midtown Health
Fitness center management brand identity and website
Midtown Health is a Chicago-based strategic fitness center management company that employs nearly 1000 associates/managers and guides operations at over 20 clubs across the U.S. Midtown boasts a rare and impressive track record, having helped every client in its 40+ year history turn their business around to increase profitability, utilization and meet their unique operational goals.
Over the previous 3 years, Midtown Health’s website had been managed by several different freelancers and developers. A restrictive CMS and lack of unified strategy and vision resulted in significant brand drift, which disconnected Midtown’s corporate identity from its authentic aesthetic, tone, and message.
Motion began the project by hosting an intensive three-hour kickoff meeting in which initial website assessment, competitor analysis, design inspiration, and overall vision was reviewed and defined. In the following months, Motion would work actively with Midtown to ensure that both teams were aligned on information architecture and presentation. Motion went on to inject a consistent brand voice throughout ever page of copy, implement a bold design, and overhaul case studies to maximize viewer impact.
We were intentional and clear in how we communicated Midtown’s “who we are,” “what we do,” and “what we value.” The imagery throughout the site focuses on real human interactions to accurately reflect client membership while utilizing original illustrations to evoke hands-on technique and mastering technique.
The final result is a website that not only speaks to Midtown Health’s personality and accomplishments from the past and present, but also leaves space for tremendous growth and diversification to come. From a one dimensional and stock intensive site to a dynamic, vibrant, and highly customized platform, Midtown Health is prepared to present their best self to the industries they serve.
