Lockeroom - Brand & Site Refresh
The Challenge
Lockeroom wanted a website that truly reflected who they are. Their old site didn’t align with their values, communication style, or the legacy they had built. Their voice wasn’t shining through.
The previous site had unclear messaging, outdated design, and branding that felt bland. The imagery wasn’t compelling, and the overall experience didn’t match the passion and expertise behind Lockeroom.
Friends and family even told them outright—the website was boring.
The visuals, copy, tone of voice, and even the colour and typography didn’t feel right. On top of that, they wanted to introduce a custom BodyMap. An interactive tool where users could select parts of the body to learn more about injuries and recovery. This needed to link to a video library featuring expert guidance from the Lockeroom team.
They weren’t just looking for a new website. They needed a brand refresh that brought their experience and expertise to the forefront.
Our Approach
We started with a full-day workshop, getting deep into what Lockeroom stood for and how they wanted to be perceived. From there, we worked closely with Cameron and Michelle through ongoing calls and messaging to refine the strategy.
It became clear that this wasn’t just a website redesign. It was a full-scale brand transformation.
- We developed a new visual identity with a suite of graphic elements and a refined typographic system.
- We partnered with HeyDays for strategy and copywriting, ensuring their voice felt clear, confident, and authoritative.
- We collaborated with InText Films for a complete product photography shoot, where Vim Studio art-directed the visuals to ensure every image felt strong and on-brand.
- InText Films also worked with Cameron and Michelle to create a library of educational videos, allowing Lockeroom to share their expertise with customers in a meaningful way.
- After going through three developers who struggled to deliver on the project’s scope, Ifox Solutions stepped in and successfully completed the development. Their patience and resilience were instrumental in bringing the vision to life.
It’s also worth mentioning that Cameron Lillicrap is an ex-Australian Rugby Union player who played multiple tests for the Wallabies. His background in elite sports gave us a strong foundation for shaping the brand’s voice. One that speaks to resilience, recovery, and performance.
Design and User Experience
Lockeroom is all about hard work, perseverance, and recovery. We wanted the design to reflect that journey, so we leaned into dark colors and gritty textures to emphasize the struggle of rehabilitation and training. At the same time, we used bold highlights of orange and yellow to create contrast and represent progress and light at the end of the tunnel.
The imagery was carefully curated to feel moody, strong, and athlete-focused rather than generic and clinical. The copy was kept simple, informative, and direct, avoiding fluff while reinforcing Lockeroom’s authority in the industry.
To improve the user journey, we made educational content more accessible and ensured products were linked directly to relevant injuries and treatments.
Key Features and Interactive Elements
- Custom BodyMap Integration – A fully interactive tool allowing users to select a body part and access tailored recovery content and product recommendations.
- Educational Video Library – A new suite of expert-led videos helping users understand how to use Lockeroom’s products effectively.
- Easy-to-Update Blog – A dynamic content section giving Lockeroom the flexibility to share insights, news, and training tips.
We designed everything in Figma and built the site in Shopify, ensuring it was visually powerful while being easy for the Lockeroom team to manage.
The Outcome
The new Lockeroom website is a complete transformation. A bold, modern, and interactive experience that finally aligns with the brand’s vision and audience.
- The brand positioning is clearer than ever, making it instantly recognizable as a leader in performance recovery.
- The site is richer in content, offering value to both first-time visitors and returning customers looking for expert guidance.
- The team and their extended network love it, and their excitement about the brand has grown significantly.
- Cameron Lillicrap feels proud of the brand again, seeing it as a true reflection of his experience, values, and expertise.
The Lockeroom team has also changed their URL, and we expect to see significant results as SEO efforts align with the new domain.
This project was massive. Not just in scale, but in the number of people who came together to make it happen. It’s the kind of work that makes us proud.
Check out the live site here: https://lockeroom.online/
