EVO Rock + FitnessAs Art Director at EVO Rock + Fitness, I faced a critical challenge: newer climbing gyms were opening nearby, creating competitive pressure on our membership base. Leadership recognized the need to reposition the brand—not just as a climbing gym, but as a full-service fitness and community space that welcomed members of all backgrounds and abilities. The challenge was to shift public perception and showcase the breadth of our offerings in an authentic, relatable way.
I led the creative strategy and execution of a comprehensive membership drive centered on real member representation. I curated a diverse group of members across different ages and skill levels, then art directed photography shoots throughout all areas of the gym—climbing walls, yoga studios, fitness spaces, and community areas. Using these authentic images, I designed an integrated campaign that included social media content, in-gym advertisements, and a dedicated landing page, all featuring our actual members rather than stock photography or professional athletes.
The campaign delivered measurable business impact: we saw a 35% increase in new memberships over three months, and leadership reported that yoga and fitness classes were filling up more consistently than before. Beyond the numbers, members responded enthusiastically to finally feeling represented in our marketing, with many enjoying seeing themselves featured as a fun talking point within the community. The head of marketing, Liz Haas, tracked the membership data and confirmed the campaign's success in repositioning EVO as an inclusive fitness destination.
