Ironclad Strength Co.
Strength gym, Wickham NSW
The concept
“Door Fourteen”
The gym is a warehouse at 14 Annie Street with a giant 14 painted on the building. The site is the roller door going up at 5am: black steel, safety orange and heavy stencil numerals, with real effort shot like a sports campaign. Every fact becomes a graphic.
The home page, top to bottom
Scroll to look through it
The home page on desktop and on a phone
What is real here
The design, the code and the words were all made by the Digisurge process. The business, its people, prices and photos are fictional. The photos are AI-generated atmosphere.
The brief
What the owner asked for.
The brief this concept was built from, answered as its fictional owner would. The business is made up. The questions are the ones every customer answers.
- Goal
- Free trial class sign-ups and enquiries
- Customers
- Adults 20-55 in Newcastle who want to get properly strong: tradies, nurses on shifts, ex-footy players, women new to lifting.
- Tone
- Direct, gritty, welcoming. Hard work without the ego.
- Likes
- Black and a loud signal colour (safety orange or hot red), heavy condensed type, industrial textures, big numbers. Sports campaign energy, like a Nike training ad.
- Never
- Cream, beige, serif fonts, wellness pastels, cheesy flexing stock photos.
- Services
- Small-group strength Open gym Personal training Women’s lifting intro Powerlifting team
Final design review
4.40/ 5
Average score from a separate AI critic across our design rubric, after round 3 of critique.
Portfolio-readyThe design system
Made for this business only.
Every Digisurge site starts with a named concept and a handful of signature details, the recurring moves that make it recognisable. These are this site’s.
Signature details
- The painted 14 as the logo, the sign-off and every big number
- A bumper-plate badge for the free trial class
- Taped set labels that number every section
Palette
- #0A0A0A
- #151515
- #E9EAE8
- #FD5D1C
Typefaces
- Anton Display
- Archivo Text and labels
- Stick No Bills Stencil numerals
Yours will look nothing like it.
That is the point. Your site gets its own concept, built from your business, your place and your customers.
$49 first month, then $149 a month, inc GST