Brand & Website Transformation
During discovery there were several problems identified including:
- The brand identity was weak
- The hero section did not perform well
- Navigation was confusing
- There were weak triggers that failed to convert leads
To solve these problems the CEO, Sam Johnston and I collaborated to redesign the brand visual identity and website.
The final results?
A brand identity that builds trust
An effective website for lead generation
An SEO optimized website
Software I used for this project












Discovery
During the analysis of State of Alpha I uncovered a several points of friction.
Competition Analysis
I analyzed several key competitors to help position State of Alpha to capture their ideal target audience and to also highlight other brands successful strategies. This exercise helped the State of Alpha's leadership team identify their unique brand and how to communicate it across thier whole organiziation.
Branding
I broke down the visual communication, and target audiences of Alpha Body System's competitors.
This led to a clear brand position, and project requirements.
Luxury Fitness, focused on weight loss for high performing executives and managers.





Design
To resolve these issues I first used Miro to wireframe the current website sitemap and navigation then correct the issues.
Discovery To Design
I then transferred the Miro wireframe to Relume. This small step has saved countless* hours in my workflow when creating website layouts.
*I lied. It’s not countless.
I use ClickUp for time-tracking and project management. This helps me accurately estimate how long it takes to deliver design services.
For example, I used Relume’s Ai website wireframe tool to save time between the discovery and design phases. This one change saves me 5-10 minutes per website section, and a minimum 3-4 hours for development for each website.

Transforming Wireframe into Visual Impact
In the design phase I systematically created the architecture and visuals.



Delivery
To resolve these issues I first used Miro to wireframe the current website sitemap and navigation then correct the issues.

Delivery
I used Framer to develop a no-code landing page within. The page and images were also optimized for SEO performance. Even with video, high-resolution images, and animations on the lengthy webpage, the website scores a 99/100 for webpage performance on Google Lighthouse.
Summary
The result is a new website landing page that is built to grow with Sam and his team at Alpha Body System in 2025. The landing page has a 99/100 lighthouse score, and conversions have already been coming in.
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