Unleashing Creativity for a Fitness Powerhouse
Standing Out in a Saturated Fitness Certification Market
ISSA is a global leader in online fitness and wellness certification programs, helping aspiring personal trainers, coaches, and fitness pros build rewarding careers.
The online fitness education space is crowded, with countless programs vying for attention across social platforms. ISSA needed to cut through the noise with creative that not only aligned with their trusted brand but also stood out in a sea of sameness. The challenge was to produce ad creative that felt fresh, elevated, and scroll-stopping, without losing the credibility and clarity their audience expects.
Creative Iteration with Purpose
As a production artist and designer, I developed a wide range of assets across platforms like Meta, Google, Pinterest, and TikTok. With each placement, I looked for ways to elevate the creative, whether that meant testing more vibrant color palettes, integrating user-generated content for authenticity, or experimenting with typography and product positioning.
The key was pushing boundaries just enough to differentiate ISSA from competitors while maintaining brand trust and consistency.
Every visual was a balance between creative experimentation and strategic alignment.
Creating Distinction Through Exploration
While the results weren’t always trackable, this project taught me how to design for distinction in competitive, data-driven environments. I gained a deeper understanding of how nuanced creative decisions, like layout tension, imagery tone, or button treatment can influence perception and performance.
Most importantly, I learned how to collaborate with performance teams to continuously evolve creative without losing sight of brand identity. It was a hands-on exercise in staying nimble, thoughtful, and always curious.
