balance yoga barre

Creating infrastructure that converts

A strong brand foundation means nothing if people can't find you, understand what you offer, or easily book their first class. By late 2023, BYB had a cohesive visual identity—but their digital presence was fragmented. The website existed but didn't convert well. MindBody worked but wasn't optimized. Social media happened sporadically. Email marketing was mostly class schedule announcements.

We needed to build a complete digital ecosystem where every touchpoint worked together to move someone from "I'm curious about barre classes" to "I'm a committed member who brings friends."

The website design and build became the foundation for everything else. We designed it around the actual customer journey: discovery, trial offer, membership conversion. Every page had a clear job. The homepage established credibility and energy. Class descriptions were informative without being overwhelming. Instructor bios made you feel like you already knew them before walking in.

Integration with MindBody meant people could browse the schedule, book a trial class, and create an account without leaving the site. Mobile optimization wasn't an afterthought—most people were discovering BYB on their phones during lunch breaks or late at night when they were finally thinking about self-care.



The site needed to feel as welcoming and professional as walking into the actual studio. Clean design, intuitive navigation, and seamless booking removed every possible barrier between curiosity and commitment.

Beyond the website, we built the systems that keep members engaged. Email marketing became an actual retention tool—not just class schedule announcements, but content that reinforced why people joined in the first place. Community spotlights. Wellness tips. Challenges that created accountability and connection.

The MindBody system management sounds technical, but it mattered enormously. When booking a class is easy, people show up. When the app works smoothly, they don't ghost after the first month. When the digital experience matches the in-studio professionalism, trust builds.

We also created professional video content that did real work—prospective members could see the studio, watch Chris explain the BYB approach, understand what barre actually involves before committing. That transparency converted browsers into trial members at a much higher rate than text descriptions ever could.

As Chris Province describes it: "BYB moved from a position of local studio to scalable wellness company. The visual identity suddenly matched the quality of the in-studio experience."

The brand foundation didn't just make things look better—it established BYB as more than a fitness studio. It became a lifestyle brand with clear values, visual authority, and the systematic thinking required for growth. This wasn't cosmetic. It was the infrastructure that made everything in Phase 2 and Phase 3 possible.

Without this foundation, the website wouldn't have had a coherent voice. The competitive response to PowerLife wouldn't have felt credible. The acquisition wouldn't have happened. Everything that followed depended on getting this part right.

What we built

Complete logo redesign and brand identity system | Visual standards for typography, color, photography, and graphic elements | Positioning strategy that differentiated BYB from boutique competitors and national chains | Brand application guidelines for digital platforms, physical spaces, retail, and marketing materials

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