Shaping a Premium Experience
Elevated a fitness brand into a premium experience.
2024-2026
KĀYA Health Clubs sits in the health & wellness and fitness space. I worked as lead digital marketing designer over a 18 month engagement, with additional design support on brand and website design.
Role
LEAD DIGITAL MARKETING DESIGNER, UX DESIGN, BRAND SUPPORT, WEBSITE SUPPORT
Challenge
The business was mid renovation, repositioning as more premium, and the brand needed to catch up. It felt dated and no longer matched the calibre of client they wanted.
KĀYA Health Clubs sold a premium, higher investment experience rather than a quick fitness fix, so the creative had to carry emotional weight and justify a higher price point.
The client also had a constant pull toward targeting everyone with everything, making focused campaigns difficult. Studios spanned very different audiences across locations, and a new studio opened six months post rebrand and website launch, requiring a client base to be built from scratch in a saturated market.
Approach
Polished assets and clear copy built trust, while colour, imagery and messaging kept things feeling personal and local rather than corporate. None of this was treated as a single campaign element, it ran consistently across every touchpoint in the customer journey.
I helped in shaping the studio's look and feel through the supporting the brand updates, and had input into how membership tiers were structured so they'd make sense to a first-time visitor. Tone needed to feel calm and slightly clinical to read as professional and credible, without tipping into cold or intimidating.
Process
Day to day, the majority of work involved producing static, carousel and video ads for Meta and Google PMax, built from imagery and footage the client supplied.
I also optimised existing web pages and built new landing pages for campaigns, including the new studio launch, bringing together UX/UI thinking with digital marketing strategy. Client feedback was constant and detailed, right down to individual elements of each asset, which often meant extra time explaining the reasoning behind decisions to build trust in our judgement. Working directly with the client had real upsides, but the emotional weight attached to decisions slowed sign-off.
This project pushed me to be much clearer in explaining the reasoning behind creative decisions, and to add extra annotations when needed. A necessity when a client hasn't fully bought into the team's expertise yet.
Final Design
Output included updated brand assets, a restructured membership offering, and a suite of static, carousel and video ads for Meta and PMax, plus new landing pages built to support campaign launches, all tied together by a consistent tone across every piece.
Achievements
Results were immediate following launch, reflecting a strong pairing of strategy and execution across the website and digital marketing.
This project showed how well a brand can perform when strong assets, good photography, a solid website, and a properly mapped user journey all come together to a high standard.
Web users increased 42%, with engagement time up 38%. The Chadstone studio launch alone generated over 38,500 engagements within a six-week period.
Web users
Engagement Time
