INTEGRITY FITNESS

PROJECT NOTES
Integrity Fitness was established by it’s founder Luke Woods, with the goal of providing a community-centred training environment. This would be a place where members can meet up with friends, train and have fun, whilst becoming better versions of themselves. A key differentiator in the market, Integrity Fitness focuses on ‘Fitness for Life’; an ethos based around mobility and wellbeing as opposed to aesthetics. The management team are on the floor, working directly with members; with programs overseen and directed by Luke.
This was a full-service project covering brand development, photography and website design along with printed collateral and business cards. Luke approached me to discuss his business idea and we started looking at this model which gave me the basis on which to start the brand development process. This informed not just the process for naming, taglines and the tone of voice; but also provided Luke with clearer direction on his business model. From that the identity, colour palettes and photographic approach was agreed and print collateral created.
As the business model and plan evolved, a viable space was found to establish the physical gym. As I developed the Integrity Fitness website, I also worked with Luke on the external and internal signage, wall paneling artwork and provided direction on how the brand tone of voice could be brought into the physical spaces.
The brand photography component of the project provided Luke with a number of tweaked looks, delivering an asset bank to select from; appropriate for different applications and audiences.
I also provided guidance on suitable software platforms to allow Luke to effectively manage his membership and day-to-day operations.
SERVICES
- Brand Development
- Naming/Taglines
- Identity
- Brand Photography
- User Journey/UX
- Wireframing
- Copywriting
- Software Integration
- Payment Integration
- Signage - 2D/3D
- Wall Graphics
CLIENT FEEDBACK
Having provided independent training services for several years, I was planning on establishing a gym and met with David to discuss my ideas. He talked me through the importance of building a brand first and foremost, that would differentiate my service in the marketplace and allow me to scale the business over time; with the physical gym ‘an extension’ of that. This process helped me realize what the brand should be about and David went about creating a suitable tone of voice that reflected my ambitions.
We worked on a name, logo and taglines and then I gave Shepherd & Flock the task of developing a website for us. Looking back on it now, I knew very little about what I wanted from the website, or more importantly what I really needed. Through numerous face-to-face consultations as well as over the phone discussions, David was able to talk me through various routes, including recommendations on a suitable membership management platform, before completing the website build and managing the integration with our selected software provider.
As opening date approached David became more and more involved and was always available to help with any technical queries. Having been so pleased with everything done so far, we decided we should also consult with him for our gym design. As is often the case, our construction budget went over original estimates and David proposed a number of options to maximise the smaller decorative budget, investing available funds to achieve more ‘bang for our buck’ in key areas of the gym space – shopfront, welcome areas, internal signage and wall panels. He provided artwork and sourced printing for our wall panels, sourced signmakers and gave direction on colour schemes, including numerous consultations with outsourced installation teams as well as onsite meetings.
As a commercial gym it was important our brand appealed to a wide audience. David was able to carry the brand tone of voice from the website into the gym, which can be seen and felt in the welcoming spaces. Starting out as a new business owner, David’s professionalism and ‘can do’ attitude, as well as attention to detail in everything he does really resonated with me, and I cannot recommend him highly enough to anyone looking to take their brand to the next level. Thank you David, from myself and all the team at Integrity Fitness.
Luke Woods – Founder and Managing Director, Integrity Fitness
Some Kind Words
We engaged Shephard & Flock to refresh our online presence and the first project was our company website. We are extremely pleased with the end product. David listened to our requirements and we feel our website has captured the essence of our business. The project was delivered within tight timelines, in budget and involved multiple stake holders. He delivered a site which is attractive, with unique design elements, simple to update and is performing very well on search. David went above and beyond to work with us to design and build something we are really proud of. We are also expecting an increase in business because of it, all thanks to David..Martin Duffy - Co-Managing Director, Lites Group
We worked with David of Shepherd & Flock on the design and launch of our new website late last year. David was brilliant to work with and created a fabulous website for us that has worked brilliantly during this third lockdown. David has also been on hand to offer advice and help post-launch too, which was much appreciated. Our online sales this season have far exceeded any other period and we cannot thank him enough for his help.Louise Brennan - Managing Director, Fabiani Boutique
As a commercial gym it was important our brand appealed to a wide audience. After developing our brand identity and taglines, David was able to carry the tone of voice through to the website and into the physical gym, which can be seen and felt in the welcoming spaces. Starting out as a new business owner, David’s professionalism and ‘can do’ attitude, as well as attention to detail in everything he does really resonated with me, and I cannot recommend him highly enough to anyone looking to take their brand to the next level.Luke Woods - Managing Director, Integrity Fitness
David's varied skill set ranges from simple design critique to complete design overhaul. His keen eye for packaging design and on-pack photography makes him a great asset for creative direction on any job and an excellent choice for styled product/pack photography. David also adds great value to packaging print jobs with his strong technical knowledge of substrates, preparing files for various print methods and liaising with repro houses to ensure that jobs run smoothly.Elaine Doran - Head of Brand Assets & Packaging Development, Valeo Foods