Second Shift — Case Study

Women’s Strength Training Studio Branding & Shopify Website

Second Shift is a boutique training studio for women who train after work — focused, calm, and intentionally small.

They needed a refined brand and Shopify website that positioned them as premium while making class booking simple and stress-free.

The Challenge

Many small fitness studios rely on Instagram or complicated booking tools — creating friction for new clients.

Second Shift needed a digital experience that felt:

• Premium, not commercial
• Welcoming, not intimidating
• Clear and easy to navigate
• Mobile-first
• Built to convert visitors into bookings

The goal wasn’t just to “look good” — it was to create clarity and trust.

Deliverables

A cohesive brand and Shopify experience designed to support growth from day one.

• Brand identity & visual direction
• Logo & typography system
• Shopify website design & build
• Class structure & navigation planning
• Membership & pricing strategy
• Booking integration
• Mobile optimisation

Designed for after hours

The brand balances strength with calm.

Warm, moody tones and structured typography create a focused atmosphere — more boutique studio than big gym.

Every design decision supports ease:

• clear class pathways
• simple booking flow
• distraction-free layout
• intentional spacing

The result feels considered, not overwhelming.

Strategic foundation

Before design began, we clarified:

• Ideal client positioning
• Key booking journeys
• Class hierarchy
• Membership structure
• Tone and visual direction

This ensured every decision had purpose — not decoration.

The result

A calm, premium Shopify experience that positions Second Shift as a high-end training studio while making booking effortless.

• Looks more premium
• Builds trust instantly
• Simplifies decision-making
• Makes booking fast
• Converts more visitors into members

Running a fitness or wellness studio?

If your website feels cluttered or hard to navigate, I design Shopify experiences that feel clear, structured, and built to convert.

Enquire now