Mockup Studio: Brief, Build, Compare, Rewrite

I'll run a short structured interview before we design anything — four rounds of questions, each with concrete options plus an open "Other" field, so most answers are quick confirmations rather than free-typing.

Round 1 (site type / target / value proposition / goal): Landing page (single-page pitch) -> General consumers (B2C) -> Quality/trust (certified coach + written program, not an anonymous big-box gym) -> Free trial session booking.

Round 2 (persona detail): 28-45, dual-income, mid-to-upper disposable income — gym dropouts, not gym novices.

Round 3 (differentiation / device priority / brand assets — "scale" skipped automatically, nothing to enumerate on a single-page pitch): Design/UX differentiation -> Roughly even mobile/desktop split -> Logo and brand colors already exist (second location).

Round 4 (notes): Avoid flashy effects — no "grind harder" clichés, no sweat-drenched hero shots, no countdown-timer urgency.

Here's BRIEF.md, written to your project root:

BRIEF

Site Type

A single-page landing page (LP) focused on one conversion goal: booking a free trial session.

Target Audience

General consumers (B2C) — working professionals aged 28-45.

Persona Detail
Dual-income professionals aged 28-45 with mid-to-upper disposable income. Have tried commercial/big-box gyms before and quit within 3 months — they're not gym novices, they're gym dropouts looking for something that actually sticks.

Product / Value Proposition

Quality and trust: accountability over anonymity. Every member gets a certified coach and a written program — not just a keycard swipe into an empty room. Positioned above budget gyms ($20-40/month) and below fully personal training ($400+/month), at $189/month for a boutique 3,200 sq ft facility with 8 private coaching bays and a 12-person class cap.

Competitive Differentiation

Design and UX. The gym's actual edge is coaching structure, but the landing page itself needs to look and feel categorically different from typical fitness marketing — premium and trustworthy rather than loud or intense.

Device Priority

Roughly even split between mobile and desktop — prospective members are expected to browse on mobile during commutes and revisit on desktop before booking.

Existing Brand Assets

Logo and brand colors already exist (this is the brand's second location). Treat them as a fixed constraint in the next build step's color/style question rather than a free choice.

Goal (Conversion)

Convert landing page visitors into a booked free trial session — not a generic contact form, not a membership signup without trying the space first.

Notes

Avoid loud, "grind harder" fitness clichés — no sweat-drenched hero shots, no aggressive red/yellow accent colors, no countdown-timer urgency tactics. The tone should read as calm, premium, and trustworthy, closer to a boutique wellness brand than a typical gym flyer.

---

Next steps: BRIEF.md is saved. Hand it to whatever mockup-building or coding workflow you use next — many agentic build workflows pick up a BRIEF.md in the project root automatically, or you can just reference/paste it in as context.