Creative Direction
Web + Graphic Design
Product Development
Barre3 was already a leader in the Barre industry. Now they were ready to take the next step and become a leader in the Health and Fitness industry. But first, they needed a new website.
My team thoroughly evaluated the brand look, voice, tone and to make sure our message was clear: The class is King and a balanced lifestyle is our Queen. Using this mantra as our Northstar, we created a new visual aesthetic with esteemed photographer Rafael Astorga that embodied the energy, motion and feeling of the class experience. The site took on a much more modern look, embracing white space, san serifed fonts, clean CTAs and a simplified logo.
The launch of the new site perfectly coincided with open enrollment for barre3’s largest annual campaign event, the barre3 January Challenge. The new look got rave reviews from clients, fans and PR alike but more importantly, it allowed for a 50% increase in subscriptions within the first month.
I directed creative for the entire barre3 brand overhaul, which included: a full responsive ecommerce site, a micro Challenge-specific site, print collateral for in-studio marketing and branding, retail product, and Digital Ad, email and social campaigns.
Barre3 Social platform allowed us to transform barre3 from a beloved workout to a sought after lifestyle. Here we focused not only on the 60 minutes of class time, but also the other 23 hours of the day: friendships, family, nutrition, and overall health, with of course a health dose of retail. Our goal was to showcase a balanced, happy, attainable lifestyle. This social conversation elevated barre3 to be the leader in the Barre industry because it formed such a profoundly loyal community. No other Barre company has nailed that like barre3 did. That powerful community was the catalyst for some of our most amazing collaborations, including: Dr. Oz, Every Mother Counts with Christy Turlington, Well & Good, MZ Wallace and many more.
I led Creative Directed for our creative and marketing teams, including: set monthly themes, directed photoshoots, sometimes I was the photographer, selected final imagery, created illustrations, edited imagery, and finalized campaigns. Our team was talented and all hands on deck, special shout out to Sara Schumacher, my lead designer on many project—I learned as much from her and she did from me.
Barre3 didn't have a retail program when I started working there in 2012. Coming from a product development background, I knew that the right retail products would create “human billboards” for the brand, generating both increased profits and powerful grassroots marketing opportunities. So I spearhead the creative direction, growth and expansion of the barre3 retail line into a must-have boutique fitness clothing line. By 2015, the line sold over a million dollars through a combination of online and in-studio sales.
To bring our retail program to life, I directed trend research, set the look and feel of each season through mood boards, led product design and development, oversaw quality control with printers and vendors, directed photo shoots for both lifestyle and stills, and developed marketing campaign strategy for the online shop and in-studio retail experience.
Executive Producer - Anne Potter
Digital Director - Peter Marks
UX Designer - Sarah Olsen
Retail Manager - Elena Rotondi
Graphic Designer - Jaclyn Hudak
Photography - Sara Schumacher, Rafeal Astorga, Madeline Metcalf
Creative Direction - Hanna Boone
Media Manager - Kait Hurley
Producer - Ronni McOmie