Before we get into the before and after, we want to make it clear that none of the criticisms of the old website are meant as disrespect of the previous designers and developers of The Chief Life’s websites. Everybody in the design industry has different skill sets, different capabilities, and eyes, so we all produce different solutions to the same problems. This before and after is designed to show the opportunity that is presented when we take something old and make it new, and to celebrate the growth and evolution of The Chief Life, with their own transformation.
Looking at the old Chief Life website, it can be hard to decipher what it is that they actually do. The dark colour scheme and photos of ripped athletes made it obvious that the business was related to fitness, but their true offering, nutrition plans and coaching, wasn’t immediately obvious.
The new website highlights the core of their business by getting straight into their offerings, celebrating their client’s success and introducing the chiefs, Stacey and Matty, right away.