Caliber is an app and service that pairs people with strength training coaches. Studio Simpatico worked with the founders of Caliber to create a more cohesive look for the brand, and codify this look and feel into a photography and brand style guide. We then created a dynamic website (built on WordPress) to market the app and drive conversions.
Creating a consistent, cohesive, representative identity
Our creative team worked closely with the Caliber team to understand the service’s offering and desired feel for the brand. The founders knew there was an opportunity to introduce strength training to a new audience. While they wanted the brand to feel accessible (highlighting how strength training is something that can be easily integrated into a busy life), they also wanted to ensure the brand didn’t feel too “lifestyle,” and that the photography still communicated the “grit” and focus required of strength training.
Building a website to inspire and convert
The final site (build on WordPress) uses a bold color palette, strong angles, and highly motivational copy. We also invented the “Caliber Logs”: an editorial feature highlighting real people’s lives and how they mentally and emotionally benefit from strength training (a more human option than the traditional, stark before/after body photos). Following the site’s successful launch, the Caliber team enlisted Simpatico’s help on additional search engine optimized landing pages and UI elements for the mobile application.
