Over the past year and half, Gold's Gym has been going through a brand refresh spear-headed by my team at greenlight. Rebranding their website was one of the biggest parts of the process and I was the lead designer. We took this "muscle-head" brand made up strictly of black and yellow to a breath of fresh air by adding more white space and a cleaner, more approachable look. The campaign this year was to "Experience Change," so we wanted consumers to immediately experience the change when they visited the website. Our goal was to get more members to sign up online, and data showed that enrollment skyrocketed when our website went live in the new year.