Life Time, Inc.
Giving the brand a healthy update.
Brand
Lifestyle Phography
We transitioned to all shoots being done on-location in Life Time locations, to showcase the distinctly high-end clubs and equipment as the backdrop.
We moved away from casting 20-25 year old fitness models in order to better reflect the core and target market of 35 to 75-year-olds and their families.
Architectural Photography
Life Time’s spaces are one of its key differentiators, but little creative strategy had been invested in capturing these spaces. I spearheaded an initiative to invest in our capturing every area of ours clubs in its unique glory — from powerful cycle studios, to pampering spas, to innovative fitness floors.
Club Floorplans
Created a rich and textural — but still modular and flexible design. Levels of detail could be turned on or off, depending on the medium. For example, all furniture-level detail would be displayed when using the floorplans for marketing purposes, showcasing the scale of the clubs and the quantity of equipment, but tthis extra detail would be turned off when using the floorplans in small executions or for simple way-finding.
Iconography
Unified design characteristics allowed any designer on the 7-person team to create new iconography that fit seamlessly into the brand icon library.
Projects
In-Club Signage
Aligned and elevated the outdated way-finding system while working within ADA guidelines.
Club Feature Videos
A story of design, craftsmanship
and dedication
25 years ago, Life Time Eagan was the very first club built from the ground up. This video showcases and celebrates the flagship club’s long awaited facelift.
Organic Social Media
Life Time’s social media channels had previously been siloed from the Creative Team, leading to a look-and-feel that wasn’t quite brand-right.
Below shows the Instagram feed as an example of the strategy to elevate and align the content.
A
Graphic-based posts that entertain or inspire.
B
Carefully curated UGC content selected for high image quality, content, lighting, color palette and composition.
C
Photo treatments tied to omni-channel Enterprise Content (articles, tutorials, etc.) to educate and direct people to the full content via link in bio.
D
Brand imagery that reminds members of the offerings available to them with their memership..
E
Post tied to how-fitness content, also stemming from Life Time’s Enterprise Content.
F
Food content featuring easy, at-home recipes that support the healthy way of life. Shot like we’re the best food blogger around.
G
Photo Treatments simply for entertainment and engagement.
H
Club architectural imagery to make members ooh and ahh, and inspire them to get back into their beautiful clubs.
I
Rotating series of authentic, Team Member created content. Example shown is from the Covid-response “Work(out) from Home” series, in which team members from across the country took us through their favorite at-home workout.
J
Promotional placements for the latest Life Time apparel, Life Cafe smoothie, Spa service, etc.
Credits
VP of Creative: Marc Stephens
Director of Voice: Jack Fahden
Photographer: Kelly Loverud
Project Manager: Emily Ray
Copy Editor: Emily Ewen