Bowflex
Direction + Design
Brand Guide
I dove into updating the brand guide by expanding the brand voice, defining each product and their benefits, and elaborating on design and photo/videos styles. I ensured that every piece of information included was needed and portrayed the brand accurately.
Photo Art Direction
Michael and I decided we wanted to try a studio shoot showing models and product in all black. The results were these intense, awesome shots showing strength and movement.
Photo by Cam Ostman.
Email Campaigns
I led the charge in moving Bowflex from sliced emails to live HTML. Since then, I’ve designed numerous sales/newsletter/product launch email flows.
Product Launch
When Bowflex launched the Max Total and JRNY app, I was tasked with art directing the photoshoot. This included choosing locations, models, wardrobe, hair and make up, poses, and more. I was on-set for the entire shoot to help and make decisions.
Photos shot by Dave Salafia.
In-Store Signage
Bowflex sells at retailers such as Dick’s Sporting Goods (pictured), Walmart, and more. After assisting the research team in conducting interviews with potential customers about what information is most important to them, I applied that to in-store signage and machine stickers.
Kettlebell Launch
For the launch of the 840 Kettlebell, I was tasked to art direct the 5-day photoshoot in Los Angeles. I helped location scout, choose models, wardrobe, and more. I stayed on set at all times to help, give feedback, and make decisions.
Photographer Dave Salafia killed it (as usual).
Catalogs
Each Bowflex catalog is sent out to over 900,000 potential customers. I was able to re-vamp the look and strategy to rely more heavily on photography and give all product details more concisely. The first re-vamped catalog I designed for Bowflex generated almost 3 million in revenue.
