Thought Gym Brand & Website Design

The Client

Thought Gym was a Utah-based mental fitness company founded in 2020. It offered trainer-led classes and workouts grounded in positive psychology and the science of well-being, in person at locations in Lehi, Park City and Salt Lake City, and online. Its classes were coaching rather than therapy, so anyone could join without a diagnosis or referral, and an on-demand library of workout guides, mini-videos and challenges let members train on their own schedule.

The Challenge

Thought Gym was built on an idea most people hadn't heard before: a gym for your brain. Its trainer-led classes treated mental well-being like physical fitness, something you build with regular practice, long before you reach a breaking point. As a young company founded in 2020, it needed a brand and a website to carry that idea.

The concept was easy to misunderstand. Visitors had to grasp what a mental fitness class actually was, see that it was coaching rather than therapy, and feel comfortable taking the first step in a category often weighed down by stigma. The site also had to explain several ways to train, from in-person classes at multiple Utah locations to online classes and an on-demand library, and make signing up for a free introductory class the obvious next move.

Our Approach

We started with the identity. We designed the Thought Gym logo, a condensed, stacked wordmark paired with a line-art mark, and gave the brand the energy of a real gym: hot pink, sunny yellow and deep indigo, heavy Montserrat headlines and a warm Libre Baskerville body font. Duotone photos set in tilted polaroid frames over bold brush strokes made the subject feel upbeat and human rather than clinical.

The website launched in 2021 on WordPress with Beaver Builder. We built it as a long, confident homepage that opened with "Finally, a gym for your brain" and a video introducing the online classes, then made the case for mental fitness one color-coded section at a time. A simple four-link menu led to About, Contact, Online Classes and In-Person Classes, and each class had its own page with its start date, number of sessions, price, group size and a button to get tickets, so new courses could be published as the schedule grew.

What We Built

Each part of the homepage answered a question a first-time visitor would have about mental fitness. Choose a feature to see how it looked.

Every argument for mental fitness got its own section, its own brand color and its own pair of duotone polaroids. "Being proactive means being a pro at being active" ran in indigo and pink and closed with a playful "Heck ya, sign me up" button, so the tone stayed light while the message stayed serious.
Not everyone could make a scheduled class, so the site introduced Thought Gym's on-demand library in its own yellow section. It explained the workout guides, mini-videos and mental fitness challenges members could use anytime, and was clear that the library needed a separate subscription.
The "Science Rules!" section showed that every class and workout was based on research from positive psychology and the science of well-being and happiness, backed by an advisory board of experts. It gave skeptical visitors a reason to trust a new idea.
A compact accordion answered the five questions people asked most, from how to sign up for a free introductory class to how Thought Gym differed from therapy, whether it took insurance and what to do if you couldn't afford a class. Visitors could open only what they needed.
The homepage closed with Thought Gym's locations, each with an embedded Google map and its address, from Thanksgiving Point and Lehi to Park City and Salt Lake City. A new location could be announced on the page before it opened.

The Results

locations, each with its own embedded map: 5locations, each with its own embedded map
FAQs answered right on the homepage: 5FAQs answered right on the homepage
ways to train presented on one site: in person, online and on demand: 3ways to train presented on one site: in person, online and on demand

A brand with real energy

The pink, yellow and indigo palette, heavy headlines and brush-stroke graphics gave Thought Gym the feel of a gym, not a clinic. The identity carried from the logo through every section of the site, so a brand-new company looked established from day one.

A new idea made approachable

Breaking the homepage into short, color-coded sections let visitors take in the concept of mental fitness one idea at a time. The FAQ and the clear line between coaching and therapy answered doubts before they became reasons to leave.

One clear next step

Calls to action ran through the whole page, from "Start your mental fitness journey today" to "Interested? Try our free introductory class!" and "Find your tribe." Wherever visitors stopped scrolling, a way to get started was close by.

Easy to keep current

Built on WordPress with Beaver Builder, the site let Thought Gym's team add classes, update locations and change copy without a developer. Archived versions of the site show exactly that, with the list of locations updated as the company grew.