Creative Strategy & Training

Test 1

After the audit, this set was briefed with more readable text, a dynamic layout, eye-catching hero imagery, and updated elements to align with Gymshark’s current branding, since the previous set felt outdated and no longer reflected the product accurately. This test resulted in a +1.1% increase in new installers.

For this project, I began with an audit of competitor campaigns to identify opportunities and define a tailored approach for the US market. Since Gymshark has strong brand awareness in the UK but less in the US, the strategy focused on strengthening visibility and localisation for this audience. Based on these insights, I created two detailed briefs that outlined best practices, recommendations, and clear guidance on both visual and textual content. Their internal design team produced assets from these briefs, which I then reviewed and refined with specific, constructive feedback. Each set was tested in its own A/B experiment, and both tests delivered positive results. Because the testing was incremental, the first success gave us the foundation to optimise further in the second set, where we achieved another strong performance.

ROLE
↳ Creative Training
↳ Brief Development
↳ A/B Testing
↳ Performance Insights

Figma

Test 2

After the first test’s success, I prepared another brief to optimise further and strengthen Gymshark’s branding. We tested a new hero image, ensured the set covered both men’s and women’s products, tailored the copy for a US audience less familiar with the brand, and adjusted the screen order to improve clarity. This test resulted in a +3.87% increase in new installers.