The brief

The Living Room is a new boutique yoga, Pilates and barre studio in Brighton. Most studio websites look the same: white pages, stock photos and a booking button. The studio needed a launch site as distinctive as the space and offering itself, one that builds an audience before opening and turns interest into memberships.

The brand and strategy

The website started with a creative strategy, developed closely with the founder. Customer and market research showed the gap to own: few local studios get teaching, community and design right together. A story brand framework mapped the journey from curiosity to membership, and the strategy shaped the voice, design and structure around one idea: sell belonging, not just classes.

The website

• Desire before detail: Atmosphere comes first, with an Art Deco, Riviera-inspired look that makes visitors want to experience it before they read the details.

• A voice that invites: Warm, conversational copy that invites rather than sells.

• An audience before opening day: A holding page built a launch list and offered free taster classes ahead of the grand opening weekend.

• Booking without friction: Mindbody integration for classes and memberships.

• Easy to keep current: CMS-driven events, teacher bios and FAQs.

• Optimised for AI search: The FAQ section helps AI search tools understand and recommend the studio.

The result

A website that sells belonging, not just classes and stands out in a sea of fitness studios in Brighton. Google Analytics integrated to track performance against conversions.