INCREASE IN E-COM CONVERSION
MONTHLY ACTIVE USERS
MEMBER DOWNLOAD RATE
New York Sports Clubs
↳Product Design ↳Branding
NYSC was the iconic New York gym of the 90s: cool enough to be in Sex and the City and ubiquitous enough to have over 100 locations. However, by the time of this project they had lost their appeal, becoming the undesirable NYC gym option. I creatively led the pitch and execution of a full digital ecosystem, product design, and brand refresh. To kick things off, we conducted interviews and spent time at NYSC locations, digging into what really mattered to members—ultimately aligning on a brand and digital experience that delivered on: 1) streamlined modern brand impression 2) personalized 3) inspiring and people-centric. My Role: Client-facing and team creative lead. Made at Kettle, with Sam Hardenburgh, Ian Grody, and the Kettle Team.
We took a mobile-first approach to the digital experience, building a stronger web experience and launching a custom app. Having heard firsthand from members that they wanted to add variety to their fitness routine, we prioritized a customized, flexible experience that helped people get the most out of membership. We built a suite of smart features including personalized recommendations based on individual fitness goals, weekly check-in goals progress tracking throughout the year, and an optimized engine to find and reserve classes by schedule and location, and an individually generated digital key tag for gym entry.
We created a modern streamlined brand world that built off their existing equity and amplified their strongest attributes. For photography, we captured a raw and authentic brand expression that showed the diversity of the NYSC community.