Life Time: Brand
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.
Manifesto concept video:
Our North Star
Elevating the Life Time brand was a key business strategy for the company. To achieve that goal, we needed to create consistency in how the brand was used in any channel: digital experiences, video, print, signage, apparel, products, etc. With the Life Time brand as the North Star, we created guidelines and standards for supporting elements such as color palettes, typography, voice and tone, look and feel for videography/photography, etc. View full brand guidelines
Creating a hub for the brand
With a new brand strategy and brand guidelines in place, we redesigned the website with the goal of creating a useful and inspirational hub for all brand activations. We made it easy for users to either explore the wide variety of offerings at Life Time or quickly act on building a membership customized to their needs. For existing members, the site provided all the tools they needed to enhance their club experience and learn about new programs, offerings and events.
Activating the brand
Life Time has a very broad ecosystem of products and offerings. We extended the brand and brought it to life in countless different ways. From breakthrough digital experiences, to storytelling from a member POV, to nutritional content, to branded apparel, to new products that reduced plastics in our clubs, etc, – every element worked together to elevate the Life Time brand.
