PurePhit is a gym with a unique model focused on teaching clients the proper form before putting them in the thick of high intensity interval training. The site itself is a bit of a labor of love, because the owner (and lead trainer) is incredibly talented and takes personal pride in the transformations he helps his clients have over time. What’s unique about this project is that, while they specifically wanted a very simple mobile optimized site, they had an incredible lack of marketing materials. After several sessions with a camera during PurePhit classes, I was able to draw from a collection of carefully composed and cropped action shots meant to communicate the values of the gym to potential clients