Pvolve
Pvolve is a fitness startup that brings an entirely new method into people’s living rooms. The company leverages a robust digital platform, a growing network of brick and mortar studio locations and an expanding line of proprietary equipment.
As Executive Creative Director, I provided the vision and guidance for the brand and its omni-channel marketing approach. I redesigned the brand's offline components including its studios, physical products, packaging and apparel. Over the course of my tenure at Pvolve, the startup achieved exponential growth in both revenue and subscribers.
Branding
I led Pvolve’s brand evolution. This entailed finding a white space amidst a highly competitive landscape, identifying a new target audience, developing a new brand platform and set of guidelines to help team members effectively articulate and promote the brand.
Advertising and Marketing
Pvolve is a D2C startup that leaned heavily on marketing to generate awareness, drive conversion and retain members. I oversaw the creation of thousands of unique assets and dozens of campaigns across distinct consumer journeys using programmatic, digital, social, CRM and e-commerce channels.
Studio & Retail Design
Working with Bright Architecture, I led the visual design of Pvolve’s studios in Chicago and Los Angeles and developed the playbook for new franchise development. This included everything from floor plan, layout, fixtures, lighting and materials, to signage, retail graphics, decor and a brand playbook.
Physical Product Design
Pvolve designs and sells its own line of proprietary resistance-based fitness equipment and apparel. I partnered with the Head of Physical Product to design, package and launch these products.
Digital Product Design
Pvolve is a DTC brand that features a robust digital ecosystem as its core. I led the creative, design, UX and content creation for all of the brand’s digital products including its corporate website / e-commerce platform along with its fitness streaming site and app.
