Freak Athlete
Redefining the visual language of a fitness brand
Freak Athlete set out to elevate its brand and product line with the Hyper Pro, a commercial-grade, multi-functional gym system. I led visual design, product identity, and the digital experience, directing all photo and video shoots. My work positioned Freak Athlete as a premium, innovative, and approachable brand while boosting customer engagement and supporting revenue growth through successful product launches.
Role
Design Director
Scope
- Website Design
- Photography & Video Direction
- Brand design guidelines
- Paid media & email creative
The previous site felt outdated and inconsistent, weakening the brand and making it harder for users to engage and understand the product.
The problem
Create a premium visual identity that reflects the brand’s value, educates potential customers, and translates seamlessly across web and marketing.
The solution
Built on Shopify, the Freak Athlete website was designed to drive engagement and sales. A high-impact hero, streamlined layout, and interactive elements surface key features and real-world use, supported by bold visuals and clear calls to action that reinforce the product’s position as the ultimate home gym solution.
Website Design
I utilized a visual-first PDP gallery with interactive hotspots to showcase key configurations and exercises.
Interactive Education
Sizzle video
I directed an informative sizzle video that brought the product to life by showing it in action and highlighting core features.
(at the time the product was only a 6-in-1 machine)
Clear brand guidelines enabled our team to quickly create consistent, high-performing paid media and marketing assets with impact.
Fluid Marketing Assets
Real results
89%
After the redesign, product sales jumped 89% in the first year. A smoother user experience, clearer navigation, and stronger visual storytelling helped turn more visits into conversions.
Increase in Sales
Recognized by the Fitness Industry
The redesign sparked widespread praise across the fitness industry and beyond, culminating in a feature on The Price Is Right and expanding the brand’s reach.
