A bold wellness studio brand designed to turn first-time curiosity into booked classes—and booked classes into a community.
Sunday Club connects a confident wellness identity with a guided class matcher, a booking prototype and a considered return journey. Designed by Lee Shimony to show how brand and digital experience can work as one system.
Timeline is not documented. Webflow and HubSpot describe intended implementation directions, not verified integrations in this prototype.
A busy first-time visitor has two questions: “Is this for me?” and “Which class should I try?” The concept answers both with an approachable voice and a guided choice before the timetable.
Make the first class feel easy to choose, then make returning feel welcoming rather than pressured. “Strong feels good” is the connecting idea across identity, interface and follow-up.
Move. Recover. Belong.
A direct, stacked wordmark translates the bold editorial headlines into a compact brand signature. This board formalizes the existing page’s typographic direction; it is not a claim of a previously delivered logo system.
Proposed minimum clear space: one cap-height around the signature. Test the full name at small sizes rather than replacing it with an unfamiliar abbreviation.
Pink brings energy. Cream keeps long-form content warm and readable. Lime highlights the next action; near-black (#0B0B0B) anchors type and contrast.
Body copy stays sentence case, with generous line-height. Heavy, tightly spaced headlines add confidence; clear everyday language makes the experience less intimidating.
Four-column campaign grid; two-column editorial desktop layout; single-column mobile reading. Repeated spacing and one clear action create a recognizable rhythm.
Warm movement, everyday activewear and believable effort. Avoid perfection-led posing or imagery that suggests fitness is an exclusive club.
The existing hero image is shown above. No additional shoot, merchandise or signage production is claimed.
The system balances strength and warmth. Oversized type gives “Strong feels good” a confident voice, while cream surfaces and plain-language guidance keep the invitation open. Lime provides a consistent visual cue for the next step.
Location narrows the options. Need and pace establish intent. A recommendation explains the fit before a time is chosen. The mobile views below document the proposed step-by-step experience; the working matcher follows.
Choose an area to see sample studios.
45 minutes · All levels
Arrive 10 minutes early. Bring water and comfortable clothes.
“Try another time or a nearby studio.” Keep preferences, offer a clear recovery action, and never invent availability.
Explain what happened without blame. Preserve the selection and offer retry or support. A payment or booking service is not connected in this concept.
Interactive portfolio demo. Studios, distances, availability and price are sample data. No payment or reservation is made.
A full-body reset that builds energy without draining it.
5 Vital St · Studio 2
1.2 km away
The working hypothesis is that first-timers need help choosing before they need help booking. No participant interviews or completed competitor audit are documented for this project. The following is the validation plan, not a retrospective claim.
| Review sample | What to examine | Question to validate |
|---|---|---|
| 2 local Pilates studios | First-visit messaging, class names, pricing and timetable entry | Can a beginner choose a class without outside help? |
| 1 yoga studio | Level explanations, reassurance and recovery classes | Does the language clarify pace and intensity? |
| 1 boutique gym | Trial path, booking steps and follow-up invitation | Where is the commitment or price made clear? |
Audience assumption: people with busy weeks who want strength and recovery without feeling judged. Validate this with five first-time or returning class-goers before treating it as an audience finding.
Fast for regulars, but assumes a first-timer already understands the class names. Useful as a secondary route, not the concept’s primary entry point.
The selected concept starts with a familiar need, then explains the match. It reduces the number of decisions shown at once.
These monochrome explorations were created for this case-study expansion. They are not presented as original pre-build sketches or evidence of user testing.
Lee Shimony shaped the brand direction, interface, campaign voice and return journey as a connected portfolio concept. The page demonstrates an interactive front-end, not a functioning studio business.
“More energy” is easier to answer than choosing between unfamiliar formats. The recommendation then introduces the class and explains its purpose.
The campaign avoids aggressive discount language because the positioning is about confidence and belonging. The next-class invitation focuses on continuity rather than a countdown or price pressure.
Expressive headlines attract attention. Form labels, price, time and preparation details use quieter type so the interface remains clear.
The three email concepts address arrival anxiety, reflection and returning. They show a lifecycle strategy; automated sending and CRM integration are not implemented.
| Target | How to test | What would change |
|---|---|---|
| 4 of 5 participants choose a class without help | Ask five first-timers to pick a suitable class using the prototype | Rewrite labels or recommendation explanations where confusion occurs |
| Median match time ≤30 seconds | Time from starting the matcher to understanding a recommendation | Remove unnecessary questions or simplify the sequence |
| All participants identify class, time and price before confirmation | Ask them to explain what they are about to book | Improve the summary, price hierarchy or selection feedback |
| No blocked keyboard or mobile actions | Check focus order, labels, reflow at 320–430px and reduced motion | Repair interaction and layout issues before release |
Test plan: five 20-minute moderated sessions, with consent, using a “first class after work” scenario. Observe selection, changing a time and recovering from no availability. Record completion, confusion and comments; prioritize fixes, then repeat the affected tasks.
Booking conversion and repeat-visit retention would require a real service and a measured baseline. Neither is reported as an achieved result here.
The launch sequence is a browser-based typography and color motion prototype. It connects a familiar busy-week feeling with movement, recovery and the brand invitation. It is not an exported video production.
Each beat holds for three seconds, with a short opacity transition. The sequence moves from tension to action to recovery, then resolves with the name. Replay is explicit; reduced-motion visitors can read the complete static storyboard.
The hero photograph has descriptive alt text. Identity and storyboard groups have accessible names. Interface views use real text and captions rather than unreadable screenshots, and all proposed states are clearly labeled.
View the motion prototype ↓ · Try the responsive class matcher ↑
A confident alternative to beige, overly serious wellness brands.
People who want energy, recovery and a place they actually look forward to visiting.
Convert curiosity into a first booking, then build a repeat habit.
Reduce first-class anxiety with arrival details, what to bring and a warm introduction.
Invite quick feedback and recommend the natural next class based on today’s session.
Turn the trial into a simple three-class starter pack, without aggressive discount language.
A connected commercial concept connecting brand identity, campaign creative, responsive front-end UX, booking conversion and retention email concepts.