Foundry Performance
Position a private strength studio as a serious training environment and simplify membership enquiries.
Project overview
A concept identity and website for a private strength and performance studio for members who take training seriously.
Independent concept project created by Novus to demonstrate our design and development capabilities.
- Industry
- Luxury Fitness
- Category
- Brand
- Service
- Brand and digital system
- Status
- Independent concept project
Challenge
The premium fitness category is dominated by lifestyle imagery that says very little about the discipline of the training itself.
Solution
Lead with the training. Communicate programmes, coaches and the studio itself in a way that resembles a serious athletic institution rather than a boutique gym.
Design direction
Heavy uppercase display typography, high-contrast black and white photography, restrained use of a single warm accent and a strict compositional grid.
Key features
- Programme pages structured by discipline and intensity
- Coach profiles with credentials and specialism
- Membership enquiry flow with qualifying questions
- Editorial journal for training principles and updates
Desktop
Tablet & mobile
Technology
- React
- TanStack Start
- Tailwind
- Supabase
Outcome
A concept build demonstrating how a private training studio can present itself with the seriousness its members expect.