Communicating Energy, Action and Vibrancy: True Fitness Website Revamp

http://www.truefitness.com.sg/

True Fitness, one of the biggest health club in Singapore wanted a new website that strongly communicates energy, action and vibrancy. They wanted bright and bold colours. I presented two main concepts that aim to represent movement. One is a succession of a fluid motion of waves done in thick lines. The second is an overlapping of angular thick lines that exemplifies repetitive, pulsating movements.

I want the lines and patterns to dominate the screen. I want to draw the experience of working out at the gym, doing reps and gradually increasing the intensity of one’s workout.

The client loved the fluid waves in bright, bold colours.

The website was developed with the CMS, Expression Engine. The beauty of this CMS is that it allows the developer and the designer a lot of freedom and creative space to play with.  With this flexibility also comes a great challenge. It allows the end client to fully manipulate the design and style of the live site. Our solution is to provide a carefully planned design style guides to maintain the consistency and art direction of the website.