Platinum Athletics
CREATIVE DIRECTION + BRANDING
CUSTOMER PROBLEM
Platinum Athletics relies heavily on Instagram for their lead generation—leveraging the app’s features to direct customers to a clunky and confusing 3rd party e-commerce site where customers can purchase fitness or nutrition programs and learn more about Platinum’s business. With no obvious answers or FAQ section, customers kept messaging the owner seeking clarity around Platinum’s offerings.
BUSINESS PROBLEM
Because of the frequent inquiries, it cost the owner valuable time, up to an hour a day, to answer them.
Also, as a high-end personal training business with a mid-upper class clientele, Platinum’s customers are used to and willing to pay for high quality services and experiences. Platinum’s customer-journey wasn’t as credible as the services they were offering, creating a misaligned brand image.
SOLUTION: NEW BRAND
It was clear that we needed to improve the customer experience and strengthen the brand by creating a cohesive brand image that conveyed professionalism consistently across various touch-points.
We opted for a brand overhaul that aligned with their marketing strategy–where the customer journey begins on social media and ends with them purchasing a custom plan. After a moodboard and brand vision discussion, we set out to streamline the customer journey and deliver Platinum’s new brand image including instagram specific templates, a new website with e-commerce features, and PDF materials that are sent to customers. And this is what we came up with!
ART DIRECTION
Mindful of the target audience, the aim for Platinum Athletics was to evoke a bold and robust feel without leaning excessively towards a hardcore image. I also wanted to incorporate a stylish, fashionable element that felt like the intersection between a SoCal fitness magazine and a sports apparel company.
This vision was realized through a foundation of black and white with high contrast, creating a visually striking base. To balance this, warmer imagery was introduced to soften the contrast and direct focus strategically. The image content is curated to convey trust and a profound sense of a supportive, athletic family.
