1. [Work](/work) 2. / 3. [Studio Palms / Assembly Digital](/work/studio-palms-assembly-digital) 4. / 5. TurF ![TurF logo](/_next/image?url=%2Fimages%2Fwriting%2Fstudio-palms-assembly-digital%2F01-58b825c5.jpg&w=3840&q=75) # TurF Brand and digital platform for a hybrid studio space Date 2017-08-15 Company TurF Role Founder, Assembly Digital Read time 1 min Scroll to read Read with... Pick an agent - [ChatGPT](https://chatgpt.com/?q=Read%20this%20case%20study%3A%20TurF%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fstudio-palms-assembly-digital%2Fturf%0A%0APage%20context%3A%0ASummary%3A%20Brand%20and%20digital%20platform%20for%20a%20hybrid%20studio%20space%0A-%20Company%3A%20TurF%0A-%20Role%3A%20Founder%2C%20Assembly%20Digital%0A-%20Highlights%3A%20Built%20a%20brand%20system%20that%20stretched%20across%20studio%2C%20retail%2C%20and%20hospitality%20%7C%20Delivered%20a%20digital%20platform%20that%20made%20schedules%20and%20offers%20easy%20to%20find%20and%20update%20%7C%20Made%20the%20core%20conversion%20paths%20legible%3A%20understand%20the%20offer%2C%20book%2C%20show%20up%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Claude](https://claude.ai/new?q=Read%20this%20case%20study%3A%20TurF%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fstudio-palms-assembly-digital%2Fturf%0A%0APage%20context%3A%0ASummary%3A%20Brand%20and%20digital%20platform%20for%20a%20hybrid%20studio%20space%0A-%20Company%3A%20TurF%0A-%20Role%3A%20Founder%2C%20Assembly%20Digital%0A-%20Highlights%3A%20Built%20a%20brand%20system%20that%20stretched%20across%20studio%2C%20retail%2C%20and%20hospitality%20%7C%20Delivered%20a%20digital%20platform%20that%20made%20schedules%20and%20offers%20easy%20to%20find%20and%20update%20%7C%20Made%20the%20core%20conversion%20paths%20legible%3A%20understand%20the%20offer%2C%20book%2C%20show%20up%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Perplexity](https://www.perplexity.ai/search/new?q=Read%20this%20case%20study%3A%20TurF%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fstudio-palms-assembly-digital%2Fturf%0A%0APage%20context%3A%0ASummary%3A%20Brand%20and%20digital%20platform%20for%20a%20hybrid%20studio%20space%0A-%20Company%3A%20TurF%0A-%20Role%3A%20Founder%2C%20Assembly%20Digital%0A-%20Highlights%3A%20Built%20a%20brand%20system%20that%20stretched%20across%20studio%2C%20retail%2C%20and%20hospitality%20%7C%20Delivered%20a%20digital%20platform%20that%20made%20schedules%20and%20offers%20easy%20to%20find%20and%20update%20%7C%20Made%20the%20core%20conversion%20paths%20legible%3A%20understand%20the%20offer%2C%20book%2C%20show%20up%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Your Claw](https://openclaw.ai) - [Gemini](https://gemini.google.com/app) Gemini and Your Claw use copy and paste. Part of [ Studio Palms / Assembly Digital 2018-06-20 ](/work/studio-palms-assembly-digital) - 01Built a brand system that stretched across studio, retail, and hospitality - 02Delivered a digital platform that made schedules and offers easy to find and update - 03Made the core conversion paths legible: understand the offer, book, show up ![](/images/writing/turf/01-7464a72a.jpg) ## [Ownership and scope](#ownership-and-scope) TurF is a workout studio, shop, kitchen, and coffee bar in one space. We partnered with the team through Assembly to build the brand and a digital platform that could carry the business, not just look good. * * * ## [Operating problem: explaining a hybrid space](#operating-problem-explaining-a-hybrid-space) Hybrid spaces can be hard to explain. If the story isn’t clear, everything downstream breaks: discovery, booking, and repeat visits. * * * ## [Operating loop: promise and conversion moments](#operating-loop-promise-and-conversion-moments) In this case, the loop drove focus (a clear promise), conversion moments (classes, food, and products), and compounding (a platform that made updates and promotions easy). * * * ## [What we built: brand system and platform](#what-we-built-brand-system-and-platform) - A brand system that could stretch across studio, retail, and hospitality without feeling like three businesses. - A digital platform that made schedules, offers, and core information easy to find and easy to update. **What changed**: TurF went from “a lot of things at once” to a clearer story and a system the team could run week to week. * * * ![](/images/writing/turf/02-7ef03018.jpg) ![](/images/writing/turf/03-065d3feb.png) ![](/images/writing/turf/04-a37f9e8f.jpg) ![](/images/writing/turf/05-51c99872.jpg) ![](/images/writing/turf/06-f10e50b9.jpg) ![](/images/writing/turf/07-7eec5ca7.jpg) * * * ## [Results: legible conversion paths](#results-legible-conversion-paths) These outcomes come from delivery artifacts and client review notes from this period. This page is the primary published record of this work. - Delivered a cohesive brand and digital platform for a multi-use space. - Made the core conversion paths legible: understand the offer, book a class, show up. - Created a foundation the team could iterate on without redesigning every season. Deep dives [02Loden Hotel2017-11-25 · 2 min→](/work/studio-palms-assembly-digital/loden-hotel)[04Earnest Ice Cream2016-10-24 · 2 min→](/work/studio-palms-assembly-digital/earnest-ice-cream)[01LOJEL2018-02-24 · 1 min→](/work/studio-palms-assembly-digital/lojel) Decision support ## FAQ: Fast answers, no filler The objective, outcomes, and next best path in under a minute. 01What is TurF? A case study on building a brand system and digital platform for a hybrid studio space that combines classes, retail, and hospitality. 02What did Michael Preuss do in this work? Built a unified brand system and a utility-first site that made schedules, offers, and core conversion paths easy to understand and update. 03What changed? TurF went from a lot of things at once to a clearer story and a system the team could run week to week. 04What results are documented? A cohesive brand and platform that made the core conversion paths legible and created a foundation the team could iterate on without redesigning every season. 05Where can I go deeper next? Next, read [Earnest Ice Cream](/work/studio-palms-assembly-digital/earnest-ice-cream).