Ivory Pilates + Fitness
Client: Ivory Pilates + Fitness — boutique Pilates & fitness studio (Haughton, LA)
Role: Full design + build (redesign)
Platform: Wix
Deliverables: Redesigned site — homepage, class schedule, membership/packages page, about, gift cards, email capture
The Brief
Ivory Pilates + Fitness was pre-launch — no grand opening date locked in yet, no active membership base — but needed a site that could start building buzz and capturing interest immediately. The redesign had to do something tricky: sell a feeling and a future experience before there was a physical class to point to, while giving the brand a polished, credible presence from day one instead of feeling like a placeholder "coming soon" page.
The Process
Since there was no track record yet to lean on, the redesign leaned entirely on brand feel and anticipation-building, rather than social proof or class photos of a packed studio:
Tone as the selling point — "fitness that feels encouraging, elevated, and approachable" is stated directly and repeated, doing the work of a mission statement and a value prop at once, since there's no client base yet to prove it
Email list as the primary conversion goal — front and center on the homepage, framed around exclusivity and urgency ("be the first to know about founding memberships... an upcoming grand opening date"), which is the right CTA for a pre-launch business — you're not selling a class yet, you're selling a place in line
A clear class taxonomy from day one — Reformer + Mat Pilates, Strength, Yoga, Barre are laid out even before a full schedule exists, so visitors immediately understand what kind of studio this is and can picture themselves there
Local + boutique positioning — "Haughton's local, boutique styled fitness studio" plants a flag in a specific community rather than reading as generic fitness-brand copy
Personal, values-driven closing note — the founder's scripture reference in the footer signals the kind of studio and community this is meant to be, which matters for word-of-mouth buzz in a small town before the doors even open
A great brand doesn't wait for opening day to start building trust — it starts the moment someone finds your site. If you're launching something new and need people lined up before you even open the doors, I design sites that turn early interest into founding members. Let's make sure your first impression is as strong as your grand opening.
