website for local strength training gym Hybrid Strength
independent designer and developer // UX design • UI design • visual design • iconography • content strategy • web development // 2016
I designed and built a website for Hybrid Strength, a local gym and focused on strength training and gym culture. I handled every aspect of the project, from research and interviews with gym leadership to iconography, photography, and site development. I also proposed and implemented an SEO strategy, leading to the gym becoming a top result when searching for “Hybrid Strength.”
business goal
Hybrid Strength had established themselves as a local and regional presence through social media alone, and needed a professional digital presence to establish credibility, attract new members, and help visitors easily explore memberships, values, and gym culture.
user experience goal
Users needed a clear, easy-to-navigate site that helped them understand the gym’s offerings, pricing, while making it easy to locate and contact the gym. I identified SEO as a critical need for the site, to ensure it would appear in search results when local gym-goers looked up gyms in the area.
design process
01/ discovery and vision
I conducted interviews with gym leadership to define the brand voice and user goals. Hybrid Strength was a unique gym with a culture and reputation that its leadership wanted to maintain and build on. Research included analyzing competitor sites, both local and national, to identify opportunities for differentiation and growth.
02/ design and content creation
I designed the UX and UI, created a custom icon system, outlined and edited site content, and photographed the gym to visually express its environment and values. The tone was crafted to feel strong yet approachable. I worked closely with the owner throughout the process, iterating based on feedback to ensure alignment with their vision.
03/ implementation and optimization
I developed and set up hosting for the site from scratch, delivering a responsive, high-performing site that would support continued business growth and give the owner full control for future updates. I implemented SEO best practices, leading to the gym becoming the top Google search result for “Hybrid Strength” and for local gym searches.
