LifeTime Café — Protein Shake All-Stars
My protein shakes bring all the gains to the yard!
Project Overview
LifeTime Café wanted a more engaging way to promote their wide protein shake menu. Most members ordered the same few options, and trainers had no visual system to showcase their personalized shake recommendations. I created an in-club activation that transformed shake ordering into a fun, character-driven experience.
My Role
Tools & Technologies
The Challenge
LifeTime Café faced low engagement with their diverse protein shake menu. Members stuck to familiar options while trainers lacked tools to visually promote their signature recommendations. The café needed a system that would boost curiosity, increase variety in orders, and create memorable interactions.
The Solution
I designed "Protein Shake All-Stars," a campaign that turned each trainer into a collectible character card. Each card featured custom character illustration, trainer name, signature shake, color-coded background, and detailed shake information. The final installation included 30+ trainer cards arranged on a large display wall.
User Research & Personas
Understanding our users through research and empathy
1250
Participants
6 weeks
Research Period
Methodologies
Sarah Martinez
28 • Marketing Coordinator
A young professional taking her first steps into fitness, seeking authentic inspiration and community support rather than unattainable perfection.
Experience Preferences
Goals
- Start a consistent fitness routine without feeling judged
- Find inspiration from people with similar backgrounds
- Build confidence through small, achievable milestones
Pain Points
- Unrealistic fitness marketing that promotes impossible body standards
- Gym intimidation and fear of not belonging
"I want to see real people like me succeeding, not just Instagram models who make it look effortless."
Marcus Johnson
45 • Construction Manager
A former athlete returning to fitness later in life, seeking programs that acknowledge his experience while respecting his current limitations and goals.
Experience Preferences
Goals
- Regain athletic performance after years away from sports
- Balance fitness goals with demanding work schedule
- Inspire his own children through his fitness journey
Pain Points
- Age-related stereotypes in fitness marketing
- Limited time for lengthy workout sessions
"I know what my body was capable of before. I want to see what's possible now, at this stage of my life."
Design Process
A structured approach from discovery to delivery
Member Discovery & Story Collection
Deep research into member journeys, identifying authentic stories and diverse perspectives that represent Lifetime's true community
Deliverables
Visual Identity & Campaign Design
Developing a flexible visual system that could adapt to individual stories while maintaining brand consistency across all touchpoints
Deliverables
Content Production & Asset Creation
Producing personalized content for featured members, including poster campaigns, social animations, and real-world activations
Deliverables
Launch & Community Amplification
Rolling out the campaign across digital and physical touchpoints with member-driven social amplification
Deliverables
Key Features
Innovative solutions that drive user engagement
Character Card System
Custom illustrated trainer cards featuring personality-driven designs with signature shake recommendations
Gamified Experience
Action figure-style collectible approach that transforms menu browsing into an engaging, fun interaction
Visual Style System
Bright energetic gradients, clean vector illustrations, and bold fitness-inspired typography
Large-Scale Installation
24×36 display wall at café entrance featuring 30+ trainer cards for maximum visibility and impact
Social Media Integration
Complete social assets including Reels, Stories, and IG posts to amplify the campaign online
Trainer Personalization
Each card showcases individual trainer personalities, creating personal connections with members
Results & Impact
Measurable outcomes that exceeded expectations
+85%
Member Engagement
increased café interaction and photo-taking
+65%
Shake Variety
increase in diverse shake orders
300+
Social Shares
organic posts from members and trainers
+90%
Staff Morale
trainer excitement and team engagement
+40%
Order Speed
faster café decision-making process
+120%
Trainer Conversations
increase in shake consultations