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.
After all the prep work, I designed multiple detailed web page mock-ups utilizing OTF’s brand standards and the latest trends. These pages demonstrated to the client how the site would look and feel once it was fully developed. Included were model photography, banner designs, intuitive layouts for the header and footer, and a walk through of the full end-to-end shopping process.
A small team and I then flew across the country to Orangetheory’s headquarters in Boca Raton, FL to review and finalize the website and fully revamped merchandise program.