WIP WORKSITE
PROJECT
ORANGETHEORY FITNESS
DESIGNSTUDIO
2024—2025
NEW YORK
Project
Client: Orangetheory
Agency: DesignStudio NYC
Team
Creative Director: Eric Ng
Design Director: Emma Barrett
Senior Designer: Luke Winn
Mid Designer: Cheryl Li
Strategy Director: Joe Hewitt
Senior Strategist: Shelby Williamson
Project Manager: Rachel Honigman
Freelance Designer: Tom Shotton
Motion: Thiago Pinho
Copywriter: Peggy Nyamekye
Client: Orangetheory
Agency: DesignStudio NYC
Team
Creative Director: Eric Ng
Design Director: Emma Barrett
Senior Designer: Luke Winn
Mid Designer: Cheryl Li
Strategy Director: Joe Hewitt
Senior Strategist: Shelby Williamson
Project Manager: Rachel Honigman
Freelance Designer: Tom Shotton
Motion: Thiago Pinho
Copywriter: Peggy Nyamekye
In 2010, Orangetheory created a new fitness phenomenon by combining community and coaching with science and technology. Since then, the franchise network has expanded to over 1,500 studios, offering heart rate based workouts to thousands of members around the world. But the fitness industry changes fast. New boutique offers have saturated the market. New technologies help people understand their body better, and new wellness trends promise more ways to get fit quick. Despite a loyal following, and a powerful product, Orangetheory was finding it increasingly difficult to tell its story. To continue to grow, Orangetheory turned to DesignStudio to help clearly express itself, energize its network and regain its spark.
The Orangetheory workout was created to increase metabolic rate and burn more fat. But after spending time with dozens of members, coaches, and employees, we saw the magic of Orangetheory was in helping all fitness levels feel better, for longer. So we refocused the brand’s positioning: Orangetheory is the antidote to today’s expensive, exclusive and exhausting fitness landscape — a brand designed to energize everyone.
The Orangetheory brand identity needed to represent and amplify these Pillars. We began with a system of cards, connected by an embedded spark of energy. These cards allow the brand to present the essentials, guide members on their journey, and showcase insight and inspiration. The Orangetheory symbol was used to inspire key assets and create a unified look and feel. We combined the symbol’s curves with sparks of energy to build bespoke frames used to house community content. A new type system and new iconography also reflect the icon’s curves, and brings a warmth and approachability to the system
The Orangetheory workout was created to increase metabolic rate and burn more fat. But after spending time with dozens of members, coaches, and employees, we saw the magic of Orangetheory was in helping all fitness levels feel better, for longer. So we refocused the brand’s positioning: Orangetheory is the antidote to today’s expensive, exclusive and exhausting fitness landscape — a brand designed to energize everyone.
The Orangetheory brand identity needed to represent and amplify these Pillars. We began with a system of cards, connected by an embedded spark of energy. These cards allow the brand to present the essentials, guide members on their journey, and showcase insight and inspiration. The Orangetheory symbol was used to inspire key assets and create a unified look and feel. We combined the symbol’s curves with sparks of energy to build bespoke frames used to house community content. A new type system and new iconography also reflect the icon’s curves, and brings a warmth and approachability to the system