The rebrand for the ESCNJ Aquatics & Fitness Center stems from a need to modernize and revitalize their image. The original logo, while reflective of the center’s mission, lacked the contemporary appeal necessary to attract a diverse audience in today’s competitive fitness industry.

The new logo introduces a clean, minimalist design that blends aquatic and fitness elements into a cohesive, vibrant identity. The wave represents the center’s aquatic programs, while the barbell underscores its commitment to strength and fitness. This updated design aligns with AFC’s goal of creating a welcoming and motivating atmosphere that resonates with all age groups.

This rebrand is part of a larger strategy to breathe new life into AFC’s marketing efforts, fostering a stronger connection with the community and drawing more visitors as they continue to grow and evolve.

Homepage

ESCNJ Aquatics & Fitness Center Website Redesign

Further information on this logo can be found on the Branding or Logos pages

Challenges & Solutions

Challenge 1: Ensuring the website remained visually appealing while displaying a large amount of information.
Solution 1: Implemented a clear hierarchy using white space, bold headings, and iconography.

Challenge 2: Creating a design that caters to a wide range of demographics while maintaining a cohesive and modern aesthetic.

Solution 2: I used a combination of inclusive design principles, such as easily readable fonts, accessible color contrasts, and clear navigation. By incorporating a mix of vibrant imagery, clean layouts, and iconography, the site appeals to both younger and older audiences, ensuring usability across all age groups.

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Wireframes/Sketches

AFC APP