Fitness coach
Making wellness feel personal, premium, and complete.
Francesco Tutino is a personal trainer and nutritional coach based in Lugano, Switzerland. His approach combines training, nutrition, epigenetic testing, and continuous personal support into a comprehensive wellness service. His previous website, however, told a different story. Built on a generic Wix template, it presented his services separately through a fragmented experience and a clinical-looking visual identity that failed to reflect his premium offering. Working together, we developed the concept of 360° wellness, bringing his expertise under one clear proposition. My challenge was to translate this positioning into a digital experience that could attract a more selective, higher-paying audience while supporting lead generation through paid advertising. Instead of pushing every visitor toward an immediate conversion, I focused on building perceived value through a warmer visual identity, carefully structured content, and a strong emphasis on Francesco’s expertise and personal approach. Dedicated advertising landing pages complemented the main website, allowing each experience to serve a different purpose. A premium service shouldn’t need to shout to communicate its value.
Project Details
Beyond Fitness Aesthetics
Traditional fitness websites often rely on bold colors, intense imagery, and performance-driven messaging. Francesco needed to communicate something different: long-term well-being, personal attention, and a more holistic approach to health. I replaced the clinical blues of his previous website with warm neutrals, earthy tones, refined typography, and carefully art-directed imagery inspired by premium wellness experiences. The visual language shifted the focus from physical performance to personal well-being, creating an experience that better reflected Francesco’s approach and the audience he wanted to reach. Less about performance. More about feeling better.
Outcome
A fragmented personal training website became a cohesive digital experience built around one proposition: 360° wellness. The redesign brought Francesco’s services together under a clearer premium positioning, supported by a distinctive visual language.