1. Project Summary and Goals
Body Ease Training offers holistic weight-loss coaching tailored specifically for older adults. It does this through a unique combination of custom food plan recommendations, tailored exercise coaching, and mental and emotional support practices. Before coming to MindBody Digital, the business’s owner, Randall, had a website he had built himself, but he wanted a site that looked better, better reflected his business, and showcased his impressive levels of fitness as an older adult himself.
The goals of the project were to create branding and a new website for Body Ease Training that embodied Randall’s earthy and eclectic personality, showcased the impressive results he was able to achieve with his own body as an older adult, and clearly demonstrated how he could help other older adults achieve a better body and sense of wellness themselves.
2. Color Palette
The color palette for the Body Ease Training website and brand revolves around shades of blue, sandy shades of off-white, and green. During the in-depth strategy session prior to the start of the project, Randall made it clear that he wanted the site to evoke the beach and the ocean, two things he loves and whose calm and relaxed vibes he wanted present in the site. To achieve this while visually aligning with the Body Ease Training brand, shades of blue were used for the logo, headers, and decorative elements, and sandy shades of off-white were used for the background colors. Green was selected as a tertiary color to symbolize the holistic nature of Body Ease Training’s program and methodologies.
2. Color Palette
The color palette for the Body Ease Training website and brand revolves around shades of blue, sandy shades of off-white, and green. During the in-depth strategy session prior to the start of the project, Randall made it clear that he wanted the site to evoke the beach and the ocean, two things he loves and whose calm and relaxed vibes he wanted present in the site. To achieve this while visually aligning with the Body Ease Training brand, shades of blue were used for the logo, headers, and decorative elements, and sandy shades of off-white were used for the background colors. Green was selected as a tertiary color to symbolize the holistic nature of Body Ease Training’s program and methodologies.
3. Font
The font selected for the website is Poppins. This particular font was chosen for its clean, modern, and friendly look and feel. The warmth this font brought to the overall feel of the site helped achieve a balance between friendliness and professionalism. Additionally, the font worked very well with the website’s colors to create the warm and calming beach feel that Randall wanted.
4. Logo
The Body Ease Training logo was designed around a bind rune created by Randall. A rune is a character from an ancient Germanic alphabet, and a bind rune is a symbol formed by combining two or more runes into a single character to carry combined meanings. This particular bind rune symbolizes prosperity, strength, life force, protection, wisdom, awareness, and energy.
To prevent the logo from looking too esoteric and giving off an undesired brand image, we opted for a sleek, minimalist style for both the icon and the business name. The business name is written in all caps using the rounded Nunito font, which conveys a sense of authority and professionalism while maintaining approachability. The rounded aspects and color of the font help offset and balance the strong imagery of the logo. Additionally, the bind rune is enclosed in an oval to further soften and balance the otherwise sharp angles of the bind rune.
4. Logo
The Body Ease Training logo was designed around a bind rune created by Randall. A rune is a character from an ancient Germanic alphabet, and a bind rune is a symbol formed by combining two or more runes into a single character to carry combined meanings. This particular bind rune symbolizes prosperity, strength, life force, protection, wisdom, awareness, and energy.
To prevent the logo from looking too esoteric and giving off an undesired brand image, we opted for a sleek, minimalist style for both the icon and the business name. The business name is written in all caps using the rounded Nunito font, which conveys a sense of authority and professionalism while maintaining approachability. The rounded aspects and color of the font help offset and balance the strong imagery of the logo. Additionally, the bind rune is enclosed in an oval to further soften and balance the otherwise sharp angles of the bind rune.
5. Images
Randall expressed a strong desire to showcase the results he had achieved with his own body and health as an older adult on the Body Ease Training website. To accommodate this while keeping the website client-oriented, we decided to include numerous images of Randall throughout the entire website, rather than dedicating an entire section solely to his photos. This approach struck a good balance, allowing Randall to showcase his fitness achievements while maintaining the website’s primary focus on potential clients.
6. Copywriting
The information for the website copywriting was gathered during the in-depth strategy session conducted before the project began. Almost all of the website copy was written by MindBody Digital’s owner, Tyler, and reviewed by Randall. Significant collaboration between Tyler and Randall focused on crafting the founder’s story section of the About page on the Body Ease Training site.
7. Other Design Elements
Throughout the website, there are numerous section header underlines and background shape elements. The section header underlines were designed to look hand-painted to express Randall’s energetic and creative personality. These strokes also added a sense of earthiness, aligning perfectly with Body Ease Training’s holistic approach to health and fitness.
The background shapes were included to create visual interest for the photos they appeared behind. They also provided a lighter shade of blue throughout the website, adding a calming yet energetic feel and enhancing the beach vibe that Randall wanted to convey.
I have been struggling with trying to do my own web design on my own, which was not successful and very stressful. Tyler’s answer to any of my questions, wants, and needs was, ‘No problem! We can do that!’
He also gave his personal and artistic perspective and explained why and how things needed to gel and be cohesive in the look and feel of my website. He understood my business and my niche market and vibed with my passion around health and fitness.
Tyler has helped me create a viable, professional, and enticing website to promote my business.”
Randall
Owner, Body Ease Training
You deserve a website that makes your business stand out.
