The Collective

Role: Strategy | Systems | Creative Direction | Design & Production

The Collective is a community-driven fitness studio with a 17-year history and a loyal member base. As the studio prepared to move into a significantly larger location, it became clear that while the brand had grown organically, the systems behind the business had not. Core information lived in conversations instead of structure, and the member experience relied heavily on staff knowledge rather than scalable tools.

  • The Collective had grown organically for over a decade without formal systems in place. As expansion approached, several issues became clear:

    • Core information lived in staff conversations instead of structured tools

    • Onboarding and goal-setting varied by coach

    • Pricing, schedules, nutrition, and services were difficult to understand at a glance

    • Engagement, promotions, and events lacked consistency

    • Revenue opportunities such as supplements, retail, and partnerships were under-supported

    The challenge was to scale the business without losing its human, community-driven feel and to do so without adding operational complexity.

  • The problem wasn’t a lack of marketing it was a lack of designed structure.

    What The Collective needed was not a collection of materials, but a member experience system: one that guides people clearly from prospect to long-term member, supports coaches with consistency, and embeds the brand into everyday moments across the studio.

    Creative strategy had the opportunity to become an operational tool, not decoration.

Designing a Scalable Member Experience System

The Strategy

“I reframed the work around one guiding principle: clarity that scales. Every touchpoint needed to reduce friction, build trust, and guide members confidently from prospect to advocate.”

Misty, Creative Cartwheel

The strategy focused on:

  • Designing clear decision points across the full member lifecycle

  • Standardizing onboarding and coaching tools while preserving personal connection

  • Turning the physical studio into a guided brand experience through wayfinding and moments

  • Aligning engagement, nutrition, retail, events, and partnerships as natural extensions of the member journey

Every system needed to be intuitive, usable by staff, and repeatable over time.

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The Execution

Urbanfest 360

Urbanfest 360

I designed and produced an integrated ecosystem of strategy-led creative and operational tools, including:

  • Studio experience & wayfinding: branded signage across training, recovery, and retail spaces

  • Conversion clarity: visual pricing systems and class schedules

  • Onboarding & coaching systems: intake forms, goal tracking, and a standardized coach handbook

  • Engagement cadence: monthly communications, member postcards, and promotional templates

  • Nutrition & supplement enablement: education-first materials aligned to training goals

  • Growth & partnerships: a sponsorship deck positioning the studio as a community platform

All assets were designed for real-world use. Easy to maintain, quick to update, and scalable as the studio grows.

  • Creative strategy transformed The Collective from an experience held together by conversations into a cohesive operating system for growth.

    As a result:

    • Members gained clarity at key decision points

    • Onboarding and coaching became consistent across the team

    • Engagement increased through predictable communication rhythms

    • Nutrition and supplement conversations became more credible and confident

    • Operational friction decreased through reusable systems

    • The studio entered its expansion with structure, confidence, and momentum

  • Creative became a growth lever. Aligning brand, experience, and revenue into a repeatable system that supports retention, community, and long-term performance.

Hyatt - Amazing Agent Celebration