Project Showcase
Building A Stronger Digital Presence For NuLife
A website redesign combining strategy, design, SEO, development, and original photography into one connected digital experience.
NuLife
Web design · Digital strategy · SEO · Development · Technical setup · Photography
Visit nulifefitnesscamp.comWe’re excited to share the newly launched NuLife website — a project that brought together web design, digital strategy, SEO, development, and original photography into one cohesive experience.
From the beginning, the goal wasn’t simply to give NuLife a new look. We wanted to create a digital presence that better represented the organization, made it easier for visitors to navigate and understand its services, and established a stronger foundation for continued growth online.
The digital build
More Than A Website Redesign
A successful website has to do more than look good.
Every part of the NuLife project was approached as a connected piece of the larger digital strategy. Site structure, content, photography, search visibility, user experience, and technical performance all needed to support one another.
The result is a cleaner, more intentional website designed around both the people visiting it today and the opportunities for NuLife to grow its digital presence moving forward.
Original photography
Creating The Visual Story In-House
One of our favorite parts of this project was creating the photography specifically for the new website.
Rather than designing around generic stock imagery, we had the opportunity to build NuLife’s visual library from the ground up. That meant capturing the actual people, spaces, movement, and energy that make up the organization instead of trying to represent them with imagery that could belong to anyone.
We approached the shoot with the website already in mind, looking for moments and compositions that could serve different purposes throughout the design — from large hero imagery and environmental scenes to more personal interactions and supporting detail shots. This gave us a collection of photographs that wasn’t just visually strong, but intentionally created to work within the final digital experience.
Shooting on location also allowed us to preserve the character of the NuLife environment. The goal wasn’t to overly stage or polish what was happening, but to create imagery that felt natural, active, and connected to the people who actually use the space.
The entire shoot was captured using a Nikon D850 paired with a Sigma 35mm lens, giving the final collection a consistent visual foundation from beginning to end.
Why The Sigma 35mm
The Sigma 35mm was a deliberate choice for the NuLife shoot because it gave us the versatility to tell the full story with a single lens. The focal length was wide enough to capture people within their environment, but still natural enough for tighter portraits and detail shots without introducing the exaggerated perspective you can get from a wider lens.
Using the same 35mm throughout the shoot also helped create a consistent visual language across the entire image set. The perspective, depth, and overall feel stayed cohesive from shot to shot, which made the photography much easier to integrate throughout the website design.
The image library
NuLife, In Focus.
Drag through the contact sheet — select a frame to view it full size.
A connected experience
Designing Around Original Photography
Having the photography available during the design process changed the way we approached the site.
Instead of designing a layout first and trying to find imagery that fit afterward, we were able to consider the website and photography as parts of the same connected experience.