Project Details

Client: Stephen
Date: November 2022
Skills: Web Design

Total Number of Pages

Initial Turnaround Days

The Client

I was super excited to get the call about this one. Stephen Saar, the owner of Platinum Fitness in Innisfail, Alberta, was one of my very first web design clients before I had even completed my schooling. Let’s just say that I did not know what I was doing at all and unfortunately, Stephen was stuck with a domain name that didn’t work for his business that well and a design that was less than brilliant.

I have been pestering Stephen for over 6 years to allow me the opportunity to create a new website, essentially starting the process from scratch – to give a better representation of both of our businesses, but mainly his. Finally, that call came in early November and we set off making a plan to get new web hosting services, a better domain name (suited for his business) and an awesome new design that could take advantage of everything I have learned over the past 10 years of business.


Conceptually, I wanted to create a highly functional website that made it easy for people to find important information about the gym – mainly membership rates, equipment/facilities and contact information.

My main focus quickly became to not only develop a new website – but assist Stephen in building out a brand. I wanted to develop imagery, a text hierarchy, and an overall branding message of strength and inclusion into the design so that Stephen could use those things moving forward on his social media channel and for any additional marketing materials he may create. 


The first task to get going on this build was to help correct my mistakes from the past and get Stephen into a better domain name and hosting plan. When I was still in school, I wasn’t very knowledgeable on this sort of thing and ended up getting him a .org domain name – which as I know now is specifically used for organizations (mainly not-for-profit ones). This obviously wasn’t a great representation of the gym and needed to be corrected. 

Once we had all the “techy” stuff worked out, I headed to the gym to grab some updated pictures of the facilities and equipment. There had been a number of additions to the equipment available so I need to ensure that was captured in the images used on the site. I had Stephen send me all the information on the gym he had, including its history, current member count and its involvement in the community. From there it was about filling in the gaps – finding stock imagery, editing merchandising photos and putting together a text hierarchy that would fit with the Platinum Fitness culture.

The major things Stephen wanted to bring into focus with the new design were:

  • Membership pricing
  • 24-Hour access
  • Membership waiver form
  • Overall better look at feel

One of the first things I noticed when I went to the gym to take photos was the inspirational quotes/messages that were on the walls. I decided to use this idea for the hero sections of each individual page. Fitness is about commitment and I wanted to reflect that in the design. I used the same quotes found throughout the gym and paired them with strong images related to fitness and personal growth.

From there it was about expanding on each page as required. Including the necessary information and pairing it with the correct imagery. I wanted to ensure the information was bold and in the visitor’s face. The supporting orange colour was something that Stephen and I added to his black/white logo just to give a pop of colour.


The site design is bold and makes a strong statement. From the layout, information and colour combinations to the use of font hierarchy. This design allows visitors to be able to easily navigate through the site while still remaining focused on what they are there for.

The Platinum Fitness website was designed to serve one purpose. It is a place for potential clients to come and learn more about the gym, who they are and what they offer. The site features interactive contact forms, a dynamic membership page, and an easy-to-read layout where you can find everything from personal training offered and merchandise available. I am so happy that Stephen gave me an opportunity to update his site – it was something I had wanted to do for some time.

Graphic Design Skills Used: Website Structure, Layout Design, Copy Editing, Photography, Graphics Creation, CSS and Layout Customization

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