Many hours were spent researching and studying both Orangetheory’s and leading competitors’ brands to determine how OTF could stand out among more established companies.
OTF gave me fairly open guidelines on the content of the website, so I used this opportunity to pitch the idea of lifestyle photography since this would greatly increase the site’s appeal and user experience. I led an internal photo shoot for coworkers to model Orangetheory apparel.
With the two companies’ successful partnership, I regularly recommended and implemented updates ranging from banner styles to full website branding overhauls.