2015 Brand & Website Redesign

New York Sports Club

Art DIRECTION + USER EXPERIENCE + User Interface Design + Photoshoot

New York Sports Clubs? Yep, that nationwide gym chain. We jazzed up the brand, spruced up the in-gym look, and revamped their website from scratch. I was in the mix from start to finish.

The Challenge

Breathe new life into New York Sports Clubs — a national gym chain with a rich legacy. The task? Refresh the brand, elevate the in-gym ambiance, and completely overhaul their digital presence, all while preserving their established reputation.

Art Direction & Branded Applications

Reimagining New York Sports Clubs—a storied brand—wasn't just a digital endeavor. It meant blending familiarity with a modern touch both online and within the gym walls. I guided the team in devising design treatments and systems that seamlessly spanned all brand verticals, ensuring that members felt the brand's evolution during every workout and visit.

User Experience Design

Leading product design, I steered both the UX and UI stages, collaborating with UX designers and developers to reinvent the NYSC website. We aimed for clarity and utility: helping potential members understand NYSC's offerings and simplifying the process for current members to book classes and access services like training or babysitting.

Mobile App Design

My role in this portion of the project was to oversee the mobile designer, be a resource and make sure all UX and UI treatments were consistent with the brand at large.

CREATIVE TEAM ROLES

John Moeller - Associate Creative Director
Shalimar Luis - Sr Art Director & Product Design Lead
Eric Brodinski, Sam Hardenburgh - User Experience
Jesse Senje Yuan, Matt Clifton - Senior Visual Designer
Sam Hardenburgh - Mobile Designer
Kettle - Agency