Semana Pilates em Casa(Week of Pilates at Home) is a free online event with three classes over three days. It’s made for women to experience wellness and pain relief. Led by a qualified instructor, participants can enjoy the benefits of Pilates from the comfort of their own homes. This event aims to introduce Pilates and generate interest in future programs or services related to this practice.
Redesign the visual identity, digital banners, landing page, and class thumbnails to better connect withnthe target audience, increasing interest and engagement. The goal is to decrease the cost per conversion and boost event participation. All of this needs to be achieved within a challenging timeframe for development.
Starting with the visual identity is always the best way to communicate the right message and even save time when creating other materials by having a clear direction already established. Additionally, visual consistency among materials is crucial for ensuring that a user clicks on an advertisement and realizes they have been directed to the correct page, for example.
In typography, the principle of visual contrast between a simple/tall font and a cursive/low one was applied, creating balance. In the logo, one font highlights the most important parts clearly and objectively, while the other adds a personal and authorial touch, reinforcing the project’s closeness to the author’s image. The colors and typography were chosen by the client herself. Since the project already has more than 2,000 students, she decided not to change.
On a Landing page, the first section is the most important. We must guide the viewer to the key elements. So that he quickly understands what he should do and the page’s purpose. Without having to think. The following information must be available on any screen without requiring the user to scroll down:
1 – CTA: The email registration form and button must be clearly visible for the visitor to take the desired action.
2 – Title: The project logo needs to be highlighted, as it is the first indication of what the page is about. Many people come through paid media, so the visual identity must be consistent across all applications.
3 – The infoproducer: The photo of the infoproducer should also be displayed because it is with her that the leads create a connection. Visitors need to see it immediately to know they are in the right place to register for the event.
4 – 100% Online and Free: Reinforce that the event is free.
In the following sections, we present more details and answer possible questions while generating more value for the viewer. The icons in the second section represent a part of the descriptions, arousing the visitor’s curiosity to read more about them. Next, we have a brief text that reinforces the authority of the infoproducer and presents it to cold leads.
On the final section, we have the CTA again so that those who have read the entire page can subscribe easily. The fewer tasks the user has to perform, the better. That’s why the CTA must be visible at the end as in the beginning, irrespective of the device the viewer is using.
The objectives were successfully achieved, with the cost per click on paid media decreasing by 50%. The number of students between the first and last class remained 20% higher than before, possibly due to the increased identification factor and the more memorable and impactful design.
