Kalvė
A high-energy, conversion-driven site for a fictional strength and conditioning club, built around a free trial week and the class schedule.
Concept work. This is a self-initiated concept created to demonstrate my design and development approach. Kalvė is a fictional brand and the project was not commissioned by a client. All names, figures and content are illustrative.
Full homepage concept, shown at reduced scale.
The brief
Kalvė (“The Forge”) is an imagined boutique training club. The site had to feel as energetic as a session on the floor: bold condensed type, a confident signal colour and a schedule that makes choosing a class and claiming a free week take seconds.
Goals
- Create immediate energy and a clear brand attitude
- Make the weekly class schedule the centre of the experience
- Drive free-trial sign-ups from every page
Design approach
- 01
Type with momentum
Heavy condensed headlines set tight and large give the brand movement without relying on stock photography.
- 02
Schedule as product
Classes are presented as a filterable weekly grid with intensity levels, so visitors can find the right session immediately.
- 03
Frictionless trial
A single-field trial sign-up repeats at natural decision points, keeping the main conversion path short.
Palette
- Chalk#F2F2EE
- Iron#121212
- Volt#D4FF3A
- Steel#6B6F76
Typography
- Display
- Heavy condensed grotesk
- Body
- Geometric sans
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