Website for New Zealand's flagship gym

This project began came about through attending a local community fitness event. Having been worked hard by THELAB's owner and trainer, Chas , I was intrigued to learn he was launching a new training facility and was keen to join up. I offered to create a website that would effectively showcase THELAB's unique offerings and capture its spirit.

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Chas, a designer himself, had already established a strong brand identity for THELAB. This presented a unique challenge: to translate his vision into a digital experience that both honored his original design and resonated with a wider audience. Through close collaboration, we navigated this process, allowing the brand to organically evolve as the physical gym took shape.

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Our primary goal was to establish a clear design language that highlighted the quality of THELAB's facilities and the efficacy of its training methodologies. We  emphasised the facility's diverse offerings, including its dedicated recovery and performance areas, ensuring these key features were prominently displayed.

Recognising that gyms can often feel intimidating, we focused on messaging that fostered inclusivity and community. We aimed to communicate that THELAB is a welcoming space for individuals of all fitness levels, a place where they could connect with others and achieve tangible results. Chas's preference for concise content guided our approach, encouraging potential members to experience THELAB firsthand.

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The website's development followed a structured process: initial client discussions, comprehensive site mapping, and the creation of intiail design concepts.  Fortunately, professional photography had captured the state-of-the-art equipment and spacious layout of THELAB, providing invaluable visual assets for the website.  Following concept refinement, the build phase go underway, incorporating subtle micro-interactions and animations to enhance the user experience. These details contribute to a sense of polish and quality that distinguishes a custom-built website and the quality and attention to detail of the gym space.

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Like any dynamic project, the website evolved through ongoing refinement of content and design.  The end result i think is a website that effectively communicates THELAB's unique offerings, and its commitment to fostering a supportive and results-driven fitness community.  As a member myself, I can attest to the exceptional quality of the training and the expertise of the trainers.