Pulse Studio
Pulse Studio Branding: Website & Marketing Launch
Brand Development, Website Development, Digital Marketing
Fitness Industry
December 2024 to September 2025
My Role: Creative Head & Multimedia Specialist
Objective: To position a new gym as a flexible, lifestyle-driven fitness hub for young professionals through strategic branding, digital marketing, and a user-friendly website that communicates adaptability, community, and modern wellness.
Note: This is a conceptual case study that uses redesigned and reimagined visuals to protect client confidentiality. The thinking, creativity, research, and methodology remain true to the real project.
“Designing Fitness as a Lifestyle”
Pulse Studio is a Singapore-based gym concept built for young professionals who don’t see fitness as a routine, but as part of their daily rhythm. This six-month branding and website project focused on positioning a new gym into a flexible, lifestyle-driven space where workouts, work, rest, and community coexist.
As Creative Head, Project Manager, and Website Designer, I led the branding and digital experience, from strategy to execution, under tight timelines. The challenge was ambitious: redefine what a gym could be, earn trust fast, and launch a website within two months that could clearly communicate Pulse Studio’s value in a highly competitive fitness market.
Success meant clarity, differentiation, and momentum: standing out in a city saturated with premium gyms and boutique studios.
Insights & Strategy: “Fitness That Fits Real Life”
Young professionals don’t struggle with motivation, they struggle with time, rigidity, and one-size-fits-all memberships. Traditional gyms felt transactional. Pulse Studio needed to feel personal.
So we positioned Pulse Studio as a fitness lifestyle hub, not just a gym:
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Customizable memberships
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24/7 access
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Work-friendly spaces (lounges, Wi-Fi, reading nooks)
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Wellness add-ons (sauna, spa, classes, consultations)
The Big Idea: Fitness should adapt to your life, not interrupt it.
Visually and emotionally, the brand leaned toward cool energy, fluid, and calm: less “hardcore gym,” more “everyday wellness.”
Initial mockups for 2 devices (desktop & mobile) on Figma. Color library, text styles, design elements are collated for easy collaboration with stakeholders (developers & marketing heads).
Behind the scenes: UGC crafting & initial ideas. AI-generated images & videos using Nano Banana & Envato Elements (Multiple AI-gen models)
Execution: “Building the Experience”
Branding
Developed a lifestyle-first brand system: modern typography, confident but relaxed color palettes, and flexible visual assets. Designed to appeal to students and young professionals without feeling juvenile or exclusive.
Website Design
Built in Figma and hosted on Wix, optimized for speed and clarity.
Focused on:
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Easy package customization
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Clear service breakdowns
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Seamless onboarding for first-time visitors
Balanced aesthetics with usability to reduce friction and build trust.
Digital Marketing
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Influencer marketing hits touchpoints such as brand establishment, credibility, and targeted reach.
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Social media posts allows the audience to explore the gym features, packages, and direct contact to customer queries.
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SEO optimized website to raise awareness & target the correct keywords that will drive potential customers to Pulse Studio's landing page.
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Weekly email marketing to trial & new members (I believe in the saying "customer retention beats customer acquisition")
Process Highlights
Iterative planning due to shifting service offerings. Frequent pivots became a creative advantage, reinforcing the idea of Pulse Studio as adaptive and modular, just like its members’ lifestyles.
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