Built with Kajabi
New Kajabi Website Launch for Fitness Brand
Samantha Be Creatively You
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Posted Sep 26, 2025
The Fitness Baker's brand was re-imagined with body positive language, cheerful and comforting colors, and baking elements throughout.
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The Fitness Baker: A Kajabi Website Launch
With a focus on body positive language, baking elements, and cheerful colors
Marcie approached me ahead of the official launch of her website. Although she had worked with a designer in the past, the end result didn't match her vision. Together we set up a plan that would allow her to launch her coaching program while the website was being built, so she could be profitable ahead of schedule.
Vision, Voice & Values Call
This call is a crucial step in the process, where we discuss the vision for the brand and company goals, the ideal tone of voice to be used throughout the website, and any company values that are important to include.
Marcie is one of the most cheerful people you'll meet. She's an excellent baker, she gives back to her community, and she's passionate about helping others live their healthiest lives - while still enjoying a slice of cake.
It immediately became clear that a driving principle behind her brand was that you can have your cake and eat it too.
Meaning, her brand supports balanced diets that focus on health and happiness while encouraging great habits. So body positive language was at the top of our list, along with cheerful colors and a content structure that was supportive while encouraging the viewer to take the first step toward a healthier lifestyle–without any restrictive diets or excessive cardio.
Design Phase
Professional photos are always preferred, but when a client's budget doesn't allow for a photoshoot, or their priorities need to be elsewhere, we absolutely work with what is available. Marcie is very close with her family, and many of her clients are familiar with her dog Luke. Additionally, being that she's a phenomenal and passionate baker, it was important to include a balance of imagery that represented physical activity and the occasional indulgent treat.
Building trust
Fitness can be a tough subject for many, especially when restructuring food habits. We chose the most personality-forward photos, paired with original, encouraging web content. The goal? To give a clear representation of her personality, so when her clients sign up for a course or meet her in person, she is exactly as she appears online.
Too often, marketing and social media shows the highlight reel. At Fitness Baker, we wanted to display the heart-led mission behind her business: helping individuals, who live busy lives balancing jobs with family and friends, create healthy adjustments to their current daily routine that introduce more health benefits.