Crunch
The Crunch brand was an iceberg of potential. What had once been a forerunner with its tagline "No Judgments" had become a stale brand and a clunky web experience. Crunch needed a lot of help staying focused and catching up.
Make it vibrant. Make it intuitive. Make it simple. Using geolocation to serve relevant content.
We spent time doing user research with gym-goers to understand the set of factors that play into their decision.
My process always starts with a rigorous understanding of a brand's digital ecosystem. We can then make strategic decisions at the brand level to focus our design and digital efforts.
These were some early explorations to find a design structure to fit different narratives for the price-conscious and the experience-conscious.
Fresh iconography and color treatments rounds out the design system.
Our new design system used strong colors to integrate two sides of the Crunch brand.
We streamlined the challenging old checkout process to highlight value for users and drive conversion for Crunch.
