SoCal Powerlifting is a competitive powerlifting facility in Irvine, CA. Their gym is the largest center for barbell training in the region, made successful by its focus on community and inclusivity.
Design and develop a new website with original branding that automates technical SEO, integrates with Hubspot to filter leads automatically, and captures attention with dynamic, moving elements.
The goal was simple: break away from the overly-hardcore aesthetic that's become such a cliche in strength sports by replacing it with a clean, modern, and "scientific" aesthetic.
With no brand manual to reference, we had to start from scratch. Moreover, we'd have to identify a way to hint at a "scientific" look without any literal imagery like molecules or math symbols, would be cliche in their own right.
We borrowed the classic electric blue used in STEM textbooks across the globe coupled with "Techy" fonts like Exo and Rubik, using hexagons and thin lines in a subtle reference to organic chemistry diagrams.
SCPL hosts a large, fast-growing blog full of informative and op-ed pieces about Powerlifting. Webflow makes it easy for them to update their content in a no-code environment with advanced technical SEO completely automated.
We connected the client's Hubspot to all forms throughout the site using a custom integration that tracks where users are coming from and which channels convert best.
Fitness is all about action, and we used After Effects to produce high-quality video backgrounds that look beautiful and load quickly, each under 30mb with full HD resolution.
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