Pvolve
When I joined Pvolve in 2018, it was an early-stage startup with a single location in NYC. I helped lay the creative foundation that fueled its expansion into a thriving national fitness brand with 70+ franchises.
As Executive Creative Director, I shaped the brand’s vision, omni-channel marketing strategy, and performance marketing engine, redesigning its studios, physical products, packaging, and apparel. Through this strategic brand evolution, Pvolve achieved exponential growth in both revenue and subscribers, leveraging its digital platform, proprietary equipment, and growing studio network.
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 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 that has since opened 70+ new studios throughout the country. This included everything from floorplan, 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.
