Life Time
Life Time is a lifestyle brand that offers a robust ecosystem of premium health, fitness and wellness experiences. Based on the mission to champion healthy, happy lives, we created a vision and strategy for the brand and where it was headed. Our belief was that no matter what your age, body type, skill level or circumstances, Life Time can empower you to make the most out of this experience called life.
Activating an active brand
Life Time has a broad ecosystem with over a dozen sub-brands and it was crucial to provide creative support for all them. All creative work was rooted in marketing insights and was targeted at both acquiring new members and retaining existing members. We produced work that came to life in all of our marketing channels: site, app, social and paid media, digital signage in the clubs, email, events, etc.
New Product Offerings
Life Time is continuously developing cutting-edge programing, products and services for its members. A recent example is Ringside, a boxing-inspired class that takes members through a series of boxing drills and moves for a total-body conditioning experience. The strategy for the creative was to tap into the competitive mentality of the target audience and challenge them to train like a champion.
Content
One most effective ways of engaging audiences and building the brand was through compelling and relevant content. Rooted in our brand strategy and guidelines, my teams were constantly creating fresh digital experiences, on-demand videos, member stories, brand photography, etc. The content was activated in all our digital and marketing channels that resonated most with our target audience.
Digital experiences
Our digital strategy was simple: Make getting (and staying) healthy easy. We continually added and improved the tools members needed to engage with the brand in the clubs, at home or wherever they might be. Multi-disciplinary teams were focused on optimizing the quality of our content and the UX and design that delivered the experience (especially during the pandemic). Relevant programs, events and editorial content was surfaced in the right places to keep users informed, educated and engaged.
This is just a preview of some of the work created for the Life Time brand where I led the in-house creative team. Please let me know if you’d like to see case studies of projects that go deeper and into more detail. This includes brand guidelines, website designs, paid social campaigns, video content, in-club digital signage, event branding, etc.