Keiser
Senior Art Director at Keiser shaping brand systems and marketing design across digital, print, and web to unify communications and elevate performance.
At Keiser, I led the development of a unified brand system spanning digital, print, and web, translating a new visual direction into scalable tools, templates, and campaigns that strengthened consistency and improved marketing performance across channels and global touchpoints.
Deliverables
Creative Leadership
Visual Storytelling
Led the redesign of the homepage and global navigation for Keiser, translating new brand guidelines into a modern, responsive web experience. The goal was to broaden perception beyond cycling and cable systems while elevating awareness of the strength product line and reinforcing inclusive brand messaging focused on fitness for every body and goal.
HOME PAGE REDESIGN
Designed a series of global billboard campaigns for Keiser, translating new brand messaging into bold, high-visibility outdoor executions aimed at attracting and engaging new gym-goers across key markets.
BILLBOARDS
GLOBAL BRAND GUIDELINES
Led the development of Keiser’s Global Brand Guidelines, establishing the foundational identity system and defining how core brand elements—logo, typography, iconography, and visual rules—are applied across all communications to ensure consistency and cohesion. Also expanded the system into adjacent brand needs, including identity work for The Ride, a custom icon library, and updated app icons across iOS and Android, while supporting interim art direction to evolve existing photography into a more cohesive, contextual visual system ahead of new asset production.
BANNERS
Updated and redesigned a range of core web pages for Keiser, including global navigation, footer, checkout experience, and key product landing pages such as strength equipment and the M3i indoor bike. The work focused on aligning all digital touchpoints with the refreshed brand system while improving clarity, hierarchy, and usability across high-traffic and conversion-critical areas of the site.
WEB PAGES
OLDER ADULT BROCHURE
Designed a targeted print brochure for Keiser focused on the older adult market, showcasing relevant equipment and positioning the brand around the benefits of active aging. The piece was crafted to make product information more approachable and engaging for this audience, combining clear messaging with supportive visuals to encourage confidence, accessibility, and continued movement through fitness.
SOCIAL MEDIA CAMPAIGNS
Designed a range of social media campaigns for Keiser, creating promotional content for seasonal moments and marketing initiatives. The work focused on translating campaign messaging into engaging, on-brand visuals tailored for digital platforms, helping maintain a consistent and elevated presence across social channels.