Stephanie Mitchell Fitness

Helping women in menopause and through midlife transitions!

OVERVIEW

Stephanie Mitchell is a certified personal trainer and menopause coach specializing in women’s fitness and overall wellness. We worked with her to create her brand story and build a modern website that clearly communicates her personal training services, ChangeHER community, and qualifications.

The website markets her two core services: 1:1 personal training and 1-to-many ChangeHER community. It also promotes her ChangeHER podcast.

We originally designed and built Stephanie's site in 2019. Since then, it’s evolved 3 times with refreshes and changes stemming from her personal life and business pivots. Before we started working, we had in-depth conversations about the direction of Stephanie’s business and goals. We reviewed site analytics data and keywords to make informed and well-intended decisions.

This time, we updated the home page and about page, built a new sales page and masterclass webinar page, and tuned up multiple existing pages and tech setup.

The site strategically speaks to women in midlife experiencing menopause. The content writing was overhauled on the front end, and the design colors, fonts, buttons, overall styling, and layout received a detailed rebrand, including two new logo designs.

On the back end, the site’s pages and digital products were cleaned up, deleted, redirected, and strategic decisions were made to streamline content and ongoing site management. SEO page titles and meta descriptions were rewritten, and broken links were fixed. All page spacing issues were fixed, and everything looks great across all 3 main devices: desktop, tablet, and mobile.

We also redesigned the brand visual style guide page, created a free PDF download guide (lead agent), multiple campaign email templates, a suite of presentation slides in Canva, business cards, a promo event card, podcast graphic art, and more.

The project, which had many tasks, deliverables and Zoom meetings, was managed seamlessly in our project management tool, Asana.

STORY AND CONTENT

We started Stephanie’s website with her story. She has an impressive background in health and wellness and is transparent about her past and present struggles. It was important that we convey not only her expertise but also her personality through the content.

We made it extremely clear HOW TO BUY her services. We wrote the headlines about the problems her services solve and the benefits they provide. All services are set up as packages and sold through her app or Acuity, an online appointment scheduler.

We coupled the content with her custom brand photography, playful icons that emphasize the tone, and stock imagery of women aged 40+ — these elements sync beautifully with the colors and typography.

OLD LOGO DESIGN

The old logo for Stephanie Mitchell Fitness was based on our original discussion during the Power Plan. Stephanie is a super bubbly southern girl who LOVES circles and pink. She also gave us insight into what motivates her. She’d taken a story brand test and the results were Lover › individuals are most fulfilled by building relationships. Naturally appreciative, passionate, and committed, they enjoy creating consensus and motivating others to see and utilize their own special gifts. They're usually excited and challenged by opportunities to enjoy the richness and fullness of life.

We incorporated the pink circle with her initials using a curvy, art deco-inspired typeface which had the M curving symmetrically on either side — perfect to place a heart right in the center because heart is what’s at the center of everything Stephanie does. We kept it simple so she could put it on walls, stickers, t-shirts, hats, and all her social media channels!

NEW LOGO DESIGN

The old logo served its time and purpose. For this website's evolution, the keyword was “simplify.” The new logo kept the pink fuchsia circle, curvy “M” and refined pink heart. It focuses on the M of Stephanie’s last name, Mitchell, and her core focus: menopause.

The new simplified logo has the same design style with a refreshed look, so her audience will recognize the reference at a glance. But the new logo creates a fresh feeling. It’s updated, modern simple design is better suited to a mobile-first world that can look good on anything. Read more about the new logo design and the new podcast logo.

COLOR PALETTE AND TYPOGRAPHY

For SMF, we chose deep and soft pinks to convey femininity and excitement because our client loves pink, and it is aligned with her target market of women aged 40+. The deep purple and charcoal gray represent balance and sophistication, and the light tech gray communicates neutrality. We incorporated a gradient of happy yellows, oranges, pinks, and whites and photography with sun flares to show optimism and joy.

We chose Figtree for headings and body copy, a neutral sans serif Google font with many weights for usability. It’s modern, clean, and highly readable, perfect for screen usage. We paired it with Kaushan Script for callouts, quotes, and graphics.

SMF’s business is fitness, which means many up-close and personal moments that can be uncomfortable, especially when first starting out. The fonts express friendliness and honesty, as well as years of experience and wisdom.

Before & After

Move handle left (after) to right (before).

What Stephanie Says…