Website Redesign Proposal
For ToneLAB
A minimal, black and white facelift for a studio that already does seven locations and three disciplines well. Now it should look like it.
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A minimal, black and white facelift for a studio that already does seven locations and three disciplines well. Now it should look like it.
ScrollHi Jordan, thank you for trusting us with the full rebuild. ToneLAB already has the hard part sorted: seven studios, three genuinely different disciplines, and a loyal member base who show up week after week. What the current site doesn't do yet is look like the premium, considered studio you've actually built.
This document walks you through exactly how we'd give tonelabs.com.au that facelift: one confident black and white system, keeping Reformer, Performance and Training's colours but pulling them right back to small, considered accents instead of three competing looks, plus the full sitemap, the investment, and what working together looks like from here.
None of this is starting from scratch, either. It's built on the trust we've put into ToneLAB together over the years, and we're genuinely excited to create something this good with you.
— Inge Loock, Creative Director at Studio Loock
The studio shouldn't need to shout to be taken seriously.
That's the whole brief. Reformer, Performance and Training are three real disciplines, not three marketing gimmicks, and right now the site treats them like three different small businesses fighting for attention. Our objective is one confident, minimal system in black and white, keeping Reformer, Performance and Training's colours, just pulled right back so they read as small, considered accents instead of doing all the talking.
Studio Loock is a creative agency built around three connected disciplines: branding, websites and SEO. A business rarely has a problem in just one of them. We're led personally by Inge Loock, working directly with a small team of trusted specialists rather than handing your project off to strangers.
We think about the whole ecosystem: brand gives a business its identity, the website turns that identity into an experience, and SEO makes sure the right people actually find it. For ToneLAB, that means one visual system across three divisions and seven studios, not three separate identities competing for attention.
One example of the level of craft your project will receive: Studio Loock delivered Loyal Crush, a cruelty-free beauty brand, end to end: brand identity, website and a templated social content system their own team could run. This is the same full-service thinking we've already been bringing to ToneLAB, just with a proper design system behind it this time.
Loyal Crush: brand identity, website & social content system, end to end, by Studio Loock
$2,400 AUD + GST
Your name and mark stay exactly as they are. This is a refinement, not a rebuild: taking what ToneLAB already is and giving it a system disciplined enough to feel premium in black and white, with Reformer, Performance and Training's colours kept, just pulled right back to small, considered accents.
Estimated Timeline
2–3 weeks, run alongside the website build
A honest look at where Reformer, Performance and Training currently pull in different directions.
A black and white foundation with Reformer, Performance and Training's existing colours pulled right back to small, deliberate accents, confirmed together in the strategy session.
One confident display face plus a clean supporting sans, replacing the current mixed treatment.
Treatment guidance (crop, contrast, grade) so existing and future studio photography reads as one premium set.
A shared visual language for class types, timetables and division tags across the site.
So the new look stays consistent across seven studios and every future landing page.
Optional Add-on
A styled photography session across your studios (or a curated edit of existing shots) graded to match the new monochrome-plus-accent system, so launch day doesn't rely on the current mixed bag of imagery.
Quoted separately
Most fitness marketing shouts: primary colours, countdown timers, a wall of stock energy shots. ToneLAB's actual member experience (small studios, three real disciplines, people who show up for years) is closer to a premium boutique than a big-box gym, and the site should say so before anyone reads a word of copy. Black and white does the heavy lifting; your three colours stay, just reduced to a small accent each, marking a CTA or a highlight, never a whole page or a whole section.
The Brand Would Say
"Three disciplines. One studio."
"Built for people who keep showing up."
The Brand Would Never Say
"48-Hour Flash Sale, Ends Tonight!"
"Shred fast, no excuses."
Membership, App & Booking
Your story and positioning, a clear membership and pricing overview across all divisions, and a Join the Team page for hiring new coaches.
Your existing membership tiers, contracts and class-booking flow rebuilt inside the new design system, on your current booking platform. Not replaced, just finally on-brand.
iOS/Android download promoted at the moment someone's ready to convert, instead of buried at the bottom of the page.
Special offers, challenge pages and location details stay editable by your team, the way they are today, just inside the new look.
This is priced as a visual and structural redesign built on your existing content, memberships and booking logic. One honest note: if you'd also like a custom member portal or a new booking engine to replace your current provider, that is genuinely new development, not part of this facelift, and we'd scope and price it separately once you know which platform you want to move to.
Loyal Crush: Website Design & Development by Studio Loock, the same design discipline coming to ToneLAB
Included In This Build
Clean site structure, XML sitemap, meta titles & descriptions, and mobile-first performance, carried over so current rankings aren't lost in the rebuild.
Structured data for each of the seven locations, so Google understands you as seven real places, not one page pretending to be seven.
So you can see what people are actually searching to find each studio.
Where We'd Go Next
Seven separate Google Business listings across Newcastle and Lake Macquarie is a genuine growth lever most multi-studio operators leave on the table.
"Reformer Pilates Newcastle," "HIIT training Lake Macquarie" and similar terms are genuinely searched, so division and location pages can be built to answer them directly.
We don't guarantee rankings or AI-answer placement. Nobody credibly can. We follow what the evidence says works, and adjust as search evolves.
We don't disappear after launch, and we don't call something finished until you're genuinely happy with it.
Built into every package, so first drafts can be honestly first drafts.
A CMS walkthrough and documentation, so you're never locked out of your own site.
Optional care plans keep security, backups and performance looked after long after launch.
Creativity takes time. For every concept we create, there are hours of research, moodboarding and testing behind the scenes. Our pricing accounts for the work you don't see, not just the file you receive.
We know how our skill and experience matches up within the industry, and we price fairly for clients while still asking what we know we're worth, especially for the level of design cohesion a brand like yours needs.
Strategic design makes a real impact on your business, from turning followers into members to making the retreats feel like the premium experience they are. That value is reflected in the price.
A brand and website built properly the first time means less rebuilding later. As your membership grows, the foundation scales with you instead of holding you back.
Roughly 7–9 weeks from kickoff to launch across seven studios' worth of content, depending on revisions and how quickly studio-specific details come together.
A working session on the monochrome direction, confirming exactly how minimally Reformer, Performance and Training's colours get used across the site.
The refined visual system applied to the homepage and one division template, so the direction is proven before it rolls out site-wide.
Every division, all seven studio pages, membership, about and contact rebuilt on the approved system, on top of your existing content and booking logic.
Two rounds of revisions, testing across devices, and a walkthrough of your updated site before we go live.
$12,000 AUD + GST
Full investment, itemised below
A custom member portal or a new booking engine, if you ever want to move off your current provider, is genuinely new development and would be scoped and priced separately once you know which platform you want to move to.
Not included in this package
| Care Feature | Essential | Professional | Managed |
|---|---|---|---|
| Security & monitoring | Basic | Advanced | Advanced |
| Software & core updates | ✓ | ✓ | ✓ |
| Backups & verification | Automated | Off-site + restore test | Disaster recovery |
| Performance & SEO monitoring | Basic uptime | Advanced + Search Console | Staging environment |
| Forms & email delivery testing | ✓ | ✓ | ✓ |
| Priority support & reviews | Not included | Priority support | Quarterly review |
| Included content allowance | 30 mins/mo | 1 hr/mo | 2 hrs/mo |
None of this is required, and none of it is priced here. These are simply services we're happy to quote whenever they're useful to you.
Optimising all seven listings so each studio shows up for its own suburb.
New offer, challenge and intro-deal pages as they come up, the same way we've always built them, just on-brand now.
Adding new studios to the locator and location template as ToneLAB expands.
A branded template system for flyers, social tiles and ebooks.
If and when you want to grow beyond organic reach.
Moving from Essential to Professional or Managed as ToneLAB scales.
"We believe good work comes from rest, not burnout, so we've built boundaries into how we work, for your sake as much as ours."
We'll mainly use email to keep tasks, due dates and conversations in one place. If anything's urgent, you'll always have the option to message via WhatsApp.
Monday to Friday, 9am–5pm (AEST). Weekends are our time to switch off, so we don't work on client projects unless it's urgent or close to a deadline.
Two monthly meetings are included to discuss briefing and requirements. Any additional time is billed hourly.
Two rounds of revisions are included before final delivery. Additional revision sessions are billed at $120/hour.
ToneLAB Pty Ltd is engaging Studio Loock as an independent contractor for a visual identity and website redesign package.
Fees to Studio Loock are due in accordance with the pricing table above. Invoices are sent at the dates outlined in the payment plan and are due within 3–5 days of invoice.
Studio Loock and ToneLAB Pty Ltd must work together to complete deliverables in a timely manner. If briefs or content are not delivered promptly, Studio Loock is not responsible for delays this causes.
Studio Loock reserves the right to assign trusted subcontractors to this project to ensure the right fit and on-time completion.
Additional fees may apply if the client requests changes to the agreed scope and objectives. Extra hours outside scope are billed at $120/hour.
The risk as to the quality and performance of the project sits with ToneLAB Pty Ltd. Studio Loock is not liable for lost profits or incidental damages arising from operation of the site or booking platform.
ToneLAB Pty Ltd guarantees that any elements supplied for the project are owned by, or permitted for use by, ToneLAB Pty Ltd.
Studio Loock retains the right to display the completed brand and website as an example of its work in its portfolio.
This proposal constitutes the sole agreement between Studio Loock and ToneLAB Pty Ltd. Additional work must be authorised by a written change order.
Either party may terminate this agreement with two weeks' written notice. ToneLAB Pty Ltd remains liable for all work completed to that point.
We hope this gives you a clear picture of the direction, the build, and how it all comes together. A few quick questions before we lock it in. Just reply by email so we know we're ready to go.
Are you happy with everything included? Any questions, or changes you'd like to make?
Does the investment work for you, and are you comfortable with one of the payment plans above?
Does the estimated timeline work around any launches, challenges or equipment changes at the studios?
Ready for us to send the invoice, so we can lock in your spot and get started on the new look?
It's been a genuine pleasure watching ToneLAB grow to seven studios, Jordan. This one's overdue: a site that finally looks as premium as the studios themselves. Excited to get started.
Warmest regards,
Inge Loock
Creative Director
