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S T A N D A R D

By SMITH.

Personal Training • Web Design • Brand Direction

WDR / SELECTED WORK / 001

A modern digital home for a personal training brand built around discipline, credibility and sustainable progress.

THE CHALLENGE

Standard by Smith had the experience, philosophy and story behind a strong personal training brand. It needed a digital presence that communicated the same standard.

WDR set out to create something refined, personal and performance-driven — without falling into the visual clichés of the fitness industry.

OBJECTIVE
Turn interest into conversation.

POSITIONING
Personal. Premium. Approachable.

AUDIENCE
People ready to make sustainable change.

MORE THAN A WEBSITE

03 / CONVERSION

Rather than pushing visitors directly toward a purchase, the experience leads them toward a conversation — lowering the barrier between interest and action.

01 / POSITIONING

We centered the experience around Jake himself — his philosophy, experience and story — rather than treating personal training like a commodity.

02 / DIRECTION

Dark tones, disciplined typography and restrained visuals create a premium fitness identity without sacrificing approachability.

cALL TO ACTION

START WITH A CONVERSATION →

TYPOGRAPHY

bEBAS NEUE

pALETTE

vOICE

DIRECT / DISCIPLINED / HUMAN

THE RESULT

A digital presence that feels unmistakably Standard by Smith — confident, intentional and built around the person behind the brand.

STANDARD By SMITH.
Designed by Wagner Digital Refresh
Northeast Ohio / 2026

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