Midtown Athletic Club is a leader in upscale athletic club and sports resort management, currently operating ten clubs throughout the United States and Canada. While Midtown was offering first-rate amenities and a superior fitness experience, it lacked a clearly defined brand strategy and a strong online presence. We completely transform Midtown’s communications roadmap.

We developed a compelling brand strategy, created brand guidelines, art directed a photoshoot. and re-designed the Midtown websites for all clubs to generate quality leads.

Brand Developing
Art Directions

To identify Midtown’s key strengths and points of difference, we conducted a workshop with the club’s upper-level management and focus groups with club members. This process allowed us to gain insight into what the members value about their experience at Midtown. We solidified this feedback into a unified, centralized strategy for all clubs under the brand essence: Healthy Connections.

We developed a new brand experience for Midtown Athletic Club around the concept “Seize the Moment”, a theme created in response to feedback gathered during the branding process.  Individual club pages were created with programs, services, content, and imagery specific to each location, along with a social media section. The site reiterated the theme of the community experience with testimonials, member stories, and new images and stories of staff and members captured during a photoshoot at Midtown Montreal.


Olga Weiss UX/UI
Olga Weiss Jacobs portfolio
Nondual Design Work