Marketing, Advertising, & Art Direction

FitnessLab is a fitness facility located in New Braunfels, Texas. In September of 2014 FitnessLab opened it's first pilot branch location just fifteen minutes up the street in San Marcos, Texas. Christina was then hired onto the FitnessLab team as the Marketing Coordinator & Director in December.
Her job began by creating several small marketing pieces for the company every so often but soon after developed into much more than just design work. In her time at FitnessLab, Christina had the opportunity to create several marketing pieces, coordinate and organize a number of large events, and in general, expand and help grow the brand as a whole. Not only was she able to use her design background in a professional setting but she was able to direct and manage in an advertising environment.

FitnessLab Promotional Print Ads
The print ads created for FitnessLab were printed out as 7”x5” and 5”x5” leave behinds. The ads were meant to display simple design that supported FitnessLab’s vigorous programming. Christina carried out the execution of these pieces until final print day where she then worked with a local printer to get quotes for pricing and completion date.

WOD In The Quad
WOD In The Quad was an advertising campaign and event used to entice athletes in the college environment to show an interest in FitnessLab San Marcos. FLSM paired with the Texas State Weightlifting Team to program a two day long fitness event that would take place in the Texas State University “Quad”. Christina assembled a small team of FitnessLab’s most skilled athletes and asked them to participate in the event. The big picture was essentially a showcase of FitnessLab’s ability to create incredible athletes and program a great workout for your body. The athletes performed “WODs” or “Workouts Of The Day” in the Texas State Quad to attract potential interests. The ultimate goal was to raise awareness of the new location and increase facility membership.
Event Execution and Outcome
Leading up to the event, there was a great deal of planning that was necessary for “WOD In The Quad” to be considered successful. Christina attended several Texas State Organization’s meetings to inform the target audience that the gym would be hosting this event in the upcoming weeks. The programming for the workouts was directed by Christina but written by FitnessLab’s head coach, Burke David. On the day of the event, Christina and her team arrived at Texas State campus to set-up the tent and equipment. Within the first two hours of the event thirty potential new members had signed an interest list and provided at least one method to contact them. By the end of the two day long event, WOD In The Quad successfully acquired over ninety potential new members. Over the next weeks, membership was at an all time high for FitnessLab!

2015 CrossFit Open
The “Open” is a nation wide CrossFit competition hosted by the official CrossFit Games sponsored by Reebok. The Open is considered to be the first step to qualify for the 2015 Reebok CrossFit Games. Every year, athletes from all around the world compete against each other in hopes of scoring high enough to be invited to The Games.
Any affiliated CrossFit gym in eligible to “judge” athletes on their competitive workouts and distribute official scores that will then be submitted online in the Open.
Because FitnessLab is up-and-coming, the gym was eager to spread the word about their locations as well as their support in the 2015 Open. Christina accomplished this goal by hosting events like “Friday Night Lights” and assembling several PR pieces in support of the 5 week long competition.
"Friday Night Lights” took place at FitnessLab’s leading location in New Braunfels. The event was assembled to bring together local athletes to participate in the Open.

Social Media Ads
Christina prepares quick and engaging social media ads for FitnessLab as regularly as possible. All of the photos in these ads were art directed by Christina Chawana.

Event Inspiration & Vision

Event Design starts with inspiring the audience. The most critical part of this process is refinement in listening and observation. The goal is to make an idea into a magical moment by capturing your client's vision and bringing it to life! What better way to build this foundation than through a visual canvas of inspiration. No matter the market, style or season, there is always a way to make your event unique.

Event Coordination & Execution

Corporate, Social, Festivals, Non-Profit, Weddings - you name it, i've done it.
From a corporate convention downtown to an intimate social soiree, the execution of the event should appear seamless from start to finish. This is only achieved through passionate planning and thoughtful adaptability.

Decor & Specialty Rentals
Floral Design
Linen Selection
Entertainment
Photography
Customizable Designs & Orders
Draping
Lighting & AV
Tenting
Catering & Beverage

These are just a few production elements that bring the event to life and require a great deal of planning and attention.

The devil is in the details.
When it comes to event and management, it’s always best to plan for the unplanned. I keep myself and my clients organized by utilizing detailed production reports, timelines, diagrams, org. charts, CRMs, Event Community Apps, and by checking my email somewhat obsessively.

There are many tools that can help you stay on top of your game, but I find that the most helpful tool is communication. Keep your clients, vendors, and venues in the loop!

Virtual Events the new normal.
As we see industries adapt to virtual engagements, I rely heavily on my background in graphic design to elevate event marketing efforts and content. I strive to create exciting digital designs with a technology forward approach. My goal is to approach virtual events the same as in-person events, with a holistic approach that is creative and unique!