Allison Daly

Kaia FIT

Kaia Fit is a women’s fitness program that specializes in delivering personalized training in a group/team atmosphere with the mission of creating strong bodies and powerful minds. The team approach is designed to help women accomplish their common fitness goals while holding each other accountable (personal results achieved in a team atmosphere). A combination of intense muscle confusion workouts along with nutritional guidance and support from certified coaches separates Kaia Fit from other programs. Kaia Fit is a whole-body approach to fitness and healthy living. Kaia Fit is a growing brand, currently with 55 franchise locations.

As the lead designer, I worked continuously on various projects for Kaia FIT such as website design, Facebook ads, landing pages, emails, social media, flyers, in-store displays, and posters.

The company describes itself as:

Kaia FIT's mission is to create strong bodies and powerful minds. We are a women's fitness program that specializes in delivering personalized training in a group atmosphere. By working together as a team, Kaia girls accomplish their fitness goals and realize their full potential, both physically and mentally. We recognize and respect the importance of simple exercises and movement, and teach healthy eating habits that last a lifetime.

Kaia FIT started with a basic website and contained their signature colors: pink, black, and white. This website would have numerous pages, so we knew we had to build wireframes first and get them approved. I worked with the CEO, technology director and the account coordinator on this project. We wanted the website to be empowering to women and user-friendly. All wireframes and designs were created in Adobe Photoshop.

Corporate Wireframes

The corporate wireframes were built first with the home page, locations, and franchise page. The home page included a navigational menu, rotating banner, sign up form, map locator, member and coach testimonials, news and blog feed, about section, call-to-action buttons and a footer. The locations page included an interactive map and a list of Kaia FIT studios. The franchise page included a banner, body copy, and call-to-action buttons.

Microsite Wireframes

The microsite wireframes were each individual Kaia FIT studios' page that included the home, about, coach bios and blog pages. The microsite homepage was similar to the corporate one except for a different navigational menu structure, shortened sign up form, already selected location map and a customized footer. The microsite 'About' page is similar to the structure of the corporate franchise page. The coach bios and the blog pages are specific to that Kaia FIT location.

Microsite Design

The microsite design is similar to the corporate design. I wanted these pages to blend seamlessly with the corporate ones so they were all a unified design.

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I worked with the social media content manager on developing these Facebook ads. They wanted them to be simple and include the 'Try a Free Week' copy. These were created in Adobe Photoshop.

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I created landing pages to go along with the Facebook ads that would link to them. The landing pages generate leads for the individual studio. I designed a template to use for all of our client's locations. The landing pages also needed to look good on mobile sites because most people access Facebook on their phones. They needed to be on brand with the newly designed Kaia FIT website so it created legitimacy and trust for the user to give their information. I mocked up the landing pages in Adobe Photoshop for review and then built them in Unbounce, the landing page builder. I built the main landing page, it's corresponding confirmation page, the referral page and it's corresponding confirmation page.

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After the user submits their information on the landing page, they would receive an email. I had to design the emails that would be sent out to all of the leads. The first email would welcome the user, another email would be sent to the people the user referred, and another email would follow-up with the user after a couple of weeks. These emails need to be designed similarly to the landing pages so the user would have familiarity with it. They were designed using Adobe Photoshop.

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I collaborated with the social media content manager to create social media content for the Kaia FIT studios that were signed up with the digital marketing program, LocalLight. Many of them were created to be used as templates so it would be easy to customize but others were completely new each month. These images were published on Facebook and Instagram and were created using Adobe Photoshop, Adobe After Effects and Flixel. Additional videos were made, under my direction and supervision, by our freelance graphic designer for time constraints.

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I worked with the account executive and social media content manager to design two flyers for Kaia FIT: a corporate flyer and a BRIK flyer. BRIK is a 6-week program within Kaia FIT that features classes five times a week. They are called BRIKs because each one builds upon the other by gradually adding on to skills that are learned and perfected during the previous BRIK classes to increase overall fitness. These 8.5" x 11" one-sided flyers offer a brief description of what Kaia FIT and BRIK are and is a takeaway marketing piece. I created the flyers in Adobe InDesign.

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I worked with the account executive and social media content manager to design two in-store displays for Kaia FIT: a corporate display and a BRIK display. These 36" x 24" in-store displays offer a brief description of what Kaia FIT and BRIK are. I created the in-store displays in Adobe InDesign.

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I worked with the account executive and social media content manager to design two posters for Kaia FIT: a corporate poster and a BRIK poster. These 24" x 36" posters offer a brief description of what Kaia FIT and BRIK are. I created the posters in Adobe InDesign.

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