Tribe London is the home of CrossFit Hammersmith and CrossFit Shepherd’s Bush, West London’s premier CrossFit gyms. They pride themselves on the quality of their coaching team who bring both expertise and enjoyment.

In November 2018, we were contacted by Chet Morjaria, Coach Development Consultant at Strength Education regarding one of his clients. The client in question was CrossFit Hammersmith and CrossFit Shepherds Bush. Under the same ownership, the gyms were currently undergoing a rebranding project to bring them both under the same banner, TRIBE London. The Creative Donut was asked to undertake a web design and development project for the brands new website.

When we came on-board with the project the rebranding was already underway, albeit not complete. However we knew from our discussions the style and color palette the the brand would embody. We used this as our main tone and theme throughout development as well as the tagline “We Are TRIBE”.

It was a nice challenge having to take information from the current 2 websites, reduce and tweak content where needed and also undertake a peer review of websites in the same industry that the client liked. As is normal for us, we started with the core focus of the site and worked backwards. In this case we wanted:

  • To engage visitors and gain signups for Free Sessions
  • Provide a resource for members where they can gather information (blogs) and sign up for classes (TeamUp integration).

The underlying criteria for the site was that it was to be modern, attention grabbing and clean. Everyone was keen to rationalise the user experience to make it easy to use.

During the design phase we produced a layout that reflects the user experience for the site. This is always a 90% step in the right direction as often when we get to the development stage an element would sit better somewhere else. Or we may have the odd lightening idea that will benefit the flow of the site.

The challenge at this stage is always photography as it isn’t uncommon for a photoshoot to take place closer to or even after launch. Often we find it better to just annotate the style of image we are looking for or find similar stock photography to help the client visualise this stage. Both the Layout Design and Site Map as well as the Content & Copy document all come together to aid the speed and accuracy of the development stage.

The client was very happy with the website and the process of the project in order to get to the finished article. As a team we worked good together and communicated well. We look forward to supporting TRIBE through our Simple Support Package.

“Sam at The Creative Donut has been superb from start to finish for our new website. The difference between our old and new sites is like Chalk and Cheese. Communication, advice and execution have all been incredible. Can’t recommend Sam enough.”

PJ Cavalli
Owner & Coach – TRIBE London

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