Ironhouse
One lifter, one lime button: a gym page that exists to turn ad clicks into trial requests.
01 Slanted trial tab. GET A TRIAL in a slanted lime parallelogram with an arrow, the ad's offer waiting at the top.
02 Chalk-textured BUILT. Compressed white capitals with a worn, speckled finish, as if stencilled on a gym wall.
03 Lime answer. BY YOU. turns the claim around in solid volt lime and hands the credit to the visitor.
04 Chalked hands. Chalk on her palms and leggings shows a lifter mid-session, not a model posing for the camera.
05 Lime band. SHOW UP. GET STRONG. and an arrow, on a lime strip that runs behind the lifter's legs.
06 Quiet footer links. Explore the space and Find your programme, underlined in monospaced type for visitors who want more first.
- Sector
- Strength gym
- Year
- 2026
- Work
- Homepage design
- Iron black#0F1110 · Background
- Chalk white#F2F2F1 · Type
- Volt lime#DFFA4A · Accent
- Rubber floor#1D1F20 · Surface
- Raw concrete#323332 · In the photo
About the project
The full write-up, if you want it. About 4 minutes.
01Brief and idea
The problem, and the one idea that answers it.1 min
The brief
Many gyms pay for ads, then send the clicks to a homepage built for members, with timetables and price tables fighting for attention. A trial-pass ad needs a page that matches its promise in one look, keeps a single ask, and makes the tap on that ask easy to count.
The idea
Give the credit to the member. BUILT is the gym's claim, BY YOU. hands it straight to the visitor, and the photo backs it with a lifter mid-session rather than a smiling stock pose. Everything points at one action. The lime from the headline returns in the Show up. Get strong. band and in the GET A TRIAL tab, so someone arriving from an ad is led to the offer three times without reading a paragraph. Explore the space and Find your programme wait at the foot for the curious.
02The write-up
The design, decision by decision.5 chapters · 2 min
Where the ad click lands
This page has a single job: to be where a trial-pass campaign on Instagram and Facebook sends its clicks. Gyms often pay for those taps and then drop people onto a members' homepage, with timetables, price tables and class codes all competing. Someone who tapped an ad about a trial should meet that offer again within a second. So there is no timetable here, no pricing grid and no gallery. There is a lifter, a promise, and a lime button that asks for the trial.
Giving the credit away
The headline is split between two speakers. BUILT is the gym, in towering white capitals with a worn, chalky texture, as if stencilled on a wall and scuffed by years of use. BY YOU. is the reply, in solid volt lime, and it hands the achievement straight to the reader. The photograph backs it up: the lifter stands between sets at a loaded bar, chalk on her palms, eyes off camera and no smile for the lens. The gym supplies the iron; the member does the work.
Three lime signposts
Lime marks every route to the trial. It colours BY YOU., it runs as a band behind the lifter's legs with SHOW UP. GET STRONG. set beside a plain arrow, and it fills the slanted GET A TRIAL tab in the top right corner, the only filled button in the header. A visitor arriving from an ad meets that colour three times on the way down and never needs a paragraph to find the next step. For the curious, the footer offers two underlined links: Explore the space and, across a thin divider, Find your programme.
Poster capitals, training-log labels
Two typefaces argue on purpose. The headline uses a tall, compressed sans in capitals, and at this size BUILT alone stands a third of the screen tall. Navigation, the trial tab and the footer links switch to a monospaced face, spaced out like lines in a training diary. Colour is held to near-black, chalky white and a single acid lime, and that lime is sprayed as a dusty speckle down the left edge, so even the colour looks used rather than printed.
Designed to be measured
Because the page serves an ad, the plan behind it is mostly about measurement. GET A TRIAL would start a WhatsApp conversation with the front desk and every tap would be counted, so the gym can set trial requests against what the ads cost. About 600 words would be written in the same short, blunt register as the headline. Trial-pass ads could be built and run as an extra on the gym's own Meta account, and a second ad set could point at an Arabic copy of the page.
03Type and voice
Type, colour, photography and the lines on the page.3 roles
- Display
- A tall, compressed sans in capitals, chalky white for BUILT and solid lime for BY YOU., stacked with almost no gap.
- Supporting
- A heavy, wide sans in generously spaced capitals, black on lime, followed by a plain arrow.
- Labels
- A monospaced face for navigation, the trial tab and footer links, lightly spaced like a training log.
Two type voices disagree on purpose. A tall, compressed sans in capitals sets the headline, with a worn, chalky texture on BUILT, while navigation and footer links use a monospaced face, like a training log. Iron black, chalk white and one volt lime make up the palette, with the lime sprayed as dust down the left edge. The photograph is dark and gritty, with chalk on hands and leggings and an industrial window behind.
BUILT BY YOU.
SHOW UP. GET STRONG.
GET A TRIAL
Explore the space
Find your programme
Blunt and second-person. Short imperatives closed with full stops rather than exclamation marks, nothing about machines or prices, and every line short enough to read in the second after an ad tap.
04The plan
Launch: 1 page, 6 sections, and what it includes.4 includes
1 page, 6 sections, on Launch, AED 1,999 one time. What it includes:
- About 600 words written for you, in the same short, blunt voice
- A GET A TRIAL button that opens WhatsApp, with every tap counted
- Trial-pass ads built and run as a Run extra, with the budget on the gym's own Meta account
- An Arabic version for a second ad set, as an extra
A site like this sits on Launch. AED 1,999 one time, with a fixed quote in writing.
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